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In 2012, Australian market researchers set out on an unusual mission: to determine the least appealing color for cigarette packaging. Their goal was simple, make smoking less attractive by using a color
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In 2012, Australian health officials and market researchers were looking for the most unappealing color to use on plain cigarette packaging. After extensive studies with smokers, they concluded that Pantone 448 C,
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Australia discovered the world's ugliest color and used it to kill cigarette sales. The color? Pantone 448 C (a muddy olive-brown). The results? One of the most successful behavior change campaigns in
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In Norway, all nicotine products must be sold in standardized packaging using Pantone 448 C, a dark olive-brown shade often called the “world's ugliest color.” The color was chosen after research found
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Cigarette packaging: Can sludge-like color deter smokers?
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How a "ugly" color reduced cigarette sales by 32% | Saikat Mazumdar posted on the topic
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Pantone 448 C is widely known as the “ugliest color in the world.” This dark, murky green-brown shade, with the hex code #4A412A, is also called Opaque Couché. It was not picked
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