The ugliest color in the world has a very important job

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t may look unpleasant, but this color can save lives!

Earthy tones can make your home appear cozy and warm, but you'll probably want to skip this one for your own good. If you're wondering what is the ugliest color in the world, then you came to the right place. Meet Pantone 448C, the world's ugliest color according to experts. A little bit of warning before viewing: this color may induce serious nausea, panic or instinctive recoil. View at your own risk.



A bunch of Australian researchers have agreed that the "drab, dark brown" color above--which is also known as opaque couché--is certainly the least appealing color in the world. As a matter of fact, many people find this shade so repugnant that it has been associated with terms like "tar", "dirty" and even "death". But among the endless hues in the spectrum, how did they manage to determine the ugliest color? The conclusion didn't come overnight.

The team experts, which was composed of advisory group of academics and commercial market researchers, was originally assigned to design a cigarette package that would dissuade people from smoking. The color of the packaging plays an important role in their task, so they conducted seven studies within three months to find out the most repulsive color and came up with Pantone 448C.
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Victoria Parr, head market researcher, stated that the color is effective in terms of its ability to ‘‘minimise appeal’’ and ‘‘maximise perceived harm’’ in cigarettes.

‘‘It had as its aim the antithesis of what is our usual objective. We didn’t want to create attractive, aspirational packaging designed to win customersInstead our role was to help our client reduce demand, with the ultimate aim to minimise use of the product.’’

A report from GfK Bluemoon, the company who headed the project, states that participants aged 16 to 64 from the studies indicated that the murky color had the lowest appeal among colors such as lime green, beige, mustard, white and dark grey. Participants perceived the color as "dirty looking" and looked like it would contain the lowest quality cigarettes.

Despite of its unpleasant look, this ugly color seems to serve a higher purpose after all. The Australian government has decided that the murky shade of Pantone 448C would be printed in all cigarette packaging along with graphic health warnings, hoping to discourage people from smoking. Even United Kingdom, Ireland and France followed suit.

Who would've thought ugly could be this good?

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XOLXOL: The ugliest color in the world has a very important job
The ugliest color in the world has a very important job
t may look unpleasant, but this color can save lives!
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