The Quest for an Unappealing Color
In 2012, Australian researchers conducted studies to identify the world’s least appealing color. Their goal was to discourage smoking by using unattractive packaging. The result was Pantone 448 C, a drab greenish-brown shade described as resembling “death” and “dirty.”
Public Feedback Inspired the Choice
Participants in focus groups overwhelmingly associated Pantone 448 C with negative imagery like tar and decay. These reactions made it the ideal candidate for plain tobacco packaging aimed at reducing smoking’s appeal.
From Design to Global Adoption
Australia became the first country to mandate plain cigarette packaging using Pantone 448 C. Studies showed the color’s association with health risks effectively diminished the attractiveness of smoking. Its success inspired other countries to adopt the same strategy.
A Color Without Fans
Nicknamed “the ugliest color in the world,” Pantone 448 C earned notoriety for its purpose rather than its aesthetics. Despite its unpleasant reputation, it has proven highly effective in public health campaigns, influencing perceptions globally.
In 2012, Australian researchers sought the world’s least appealing color to discourage smoking through unattractive packaging. Focus groups identified Pantone 448 C, a greenish-brown shade, as the most unappealing, associating it with “death” and “dirty.” pic.twitter.com/v3yVns0NBu
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