A survey of a thousand Australians to find the most unattractive colour for new cigarette packaging laws has found that opaque couché, or Pantone 448C, is the ugliest colour in the world.
A thousand smokers were asked to vote for the colour they found most visually offensive. Respondents associated the sludge-like Pantone 448C with “dirty”, “death”, and “tar”.
UK will use Pantone 448C on all tobacco packets
Following Australia’s lead, the UK has now approved legislation requiring all tobacco packets to be stripped of brightly coloured branding and replaced with opaque couché – Pantone 448C.