But, after three months, Pantone 448C was judged the ultimate turn-off and used to cover cigarette boxes across Australia.

The greenish-brown Pantone 448C is being used on cigarette packs in the UK and Australia. It’s not the first time the color has been used to as a deterrent.

Researchers found Pantone 448C to be highly unappealing, and chose it for cigarette packaging in Australia to deter smokers. It has since been called the "world's ugliest color" by bloggers, but ...

Pantone 448C first won its ugly title back in 2012, when a study by Australian research agency GfK Bluemoon was commissioned to help the country’s government develop unappealing cigarette packaging to ...

But what colour is most likely to put someone off buying cigarettes? Well that would be Pantone 448C, also known as ‘opaque couche’. Or in simpler terms, a sludgy brown colour.

Say “Hi” to Pantone 448C. The research to find the most world’s most unappetizing color came with Australia’s 2012 decision requiring that cigarettes be sold in plain packaging.

Is Pantone 448C the world's ugliest colour? According to an advisory team that came up with the design for the Australian government's plain cigarette packets, it's certainly the least appealing.

In 2012, Australia set out to design the ugliest possible cigarette packaging. Pantone 448c is so dreary that since introducing it on all cigarette packaging, Australia has seen cigarette sales drop.

Pantone 448C, voted as the world's ugliest color, is posed to save more lives. The said color emerged as the least attractive hue for smokers in a research conducted by Gfk Bluemoon.