It’s officially known as Pantone 448 C–“opaque couché”, if you must put a name to it–and in 2012 it was given the dubious honour of being named the word’s ugliest colour. But thanks to health officials in Australia, it’s now being credited with saving lives.
The colour was found to have the ability to “minimize appeal” and “maximize perceived harm” and was implemented on plain cigarette packs with health warnings across Australia… and sales dropped.
Would cigarette packages with this colour get YOU to quit smoking?
Read more here.