Research agency GfK was asked by the Australian Government to find a color that would make people want to quit smoking.
The study conducted last year used a pool of more than 1,000 smokers to find out which colors were the most visually offensive.
At the end of the day, this brown-green hybrid came out on top.
That’s Pantone 448 C.
What is Australian government going to do with it?
This ‘ugly’ color will be used on a variety of cigarette packs around the world in an effort to make the packaging look less attractive to current and prospective smokers (via).