Incollect May Wall to Wall Incollect Mobile May Ad
Pantone’s ‘ugliest color’ may be used to fight smoking
Jun 14, 2016

Pantone 448 C, also known as Opaque Couché, was voted the world’s ugliest color by a polled group of 1,000 Australian smokers. But the color may help to save lives. The backstory: An Australian market research firm was tasked with discouraging people from smoking. The firm’s researchers polled smokers on which color they found most visually unappealing, with the goal of incorporating that hue in cigarette packaging.

Pantone’s ‘ugliest color’ may be used to fight smoking
Color Pantone 448 C

Their research found that Pantone 448 C was considered the ugliest—participants associated the color with the words “dirty,” “tar” and “death.” Runners-up included lime green, white, beige, dark gray, mustard and dark brown.

Pantone’s ‘ugliest color’ may be used to fight smoking
The hue appears on cigarette packaging; courtesy Getty

Following Australia’s lead, other governments, including Ireland, the U.K., and France, have passed packaging laws which may incorporate the same seemingly off-putting hue.

Want to stay informed? Sign up for our newsletter, which recaps the week’s news, jobs, events, video and more.
Up arrow 1999293fef354a20ff3205791165807c167562529cd704169b2554737f66abbb
Vieyt Side 1
Americas Mart