The ugliest color ever has a name, and it is Pantone 448C: Opaque Couche

Everyone has a different taste for colors, but a group of Australian researchers at Gfk Bluemoon tried to determine which was the color that people perceived as the ugliest amongst a selection: in order to pick an adequate color for an anti-smoking campaign.

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Over 1000 smokers participated in this study, and the conclusion was that Pantone 448C, aka Opaque Couche, was definitely something they wouldn’t want to see on their cigarette packs, if one had a choice. It is therefore considered the ugliest color ever.

(Image: Getty)

Including this color in the cigarette boxes and packaging they intend to dissuade people from using it, since the color was considered disgusting by volunteers in the study and associated it to words like “death” or “dirty”.

Hopefully this color will help those who want to quit smoking in some way, although some argue about the effectiveness of these measures.