The World’s Ugliest Color Has Been Identified
Science| | By Lauren Boudreau
The color is the Pantone hue 448C, or opaque couché, and it is truly disgusting. View at your own risk. Gross. Even though it may be ugly, the brownish-green color has an important mission. Research agency GfK was tasked with identifying the color, which they admitted was a starkly different task than most of their work. They were used to making products more appealing, not unappealing. The research took three months, seven studies, and surveyed over 1,000 smokers, but eventually they found a color no one had anything nice to say about. The demand for the ugliest color came with Australia’s law that cigarettes could only be sold in plain packaging – meaning no brand logos or promotional text. Brand names have to be small and graphic images of tobacco’s effect on health and warnings are prominent. And it worked. Data revealed that smoking rates dropped by .55 percent from December 2012 to September 2015. Now, other governments are adopting the plain packaging method and Pantone 448C, as well. The U.K., Ireland, and France have adopted similar plain packaging laws and the “drab dark brown” color, too.