The Australian government spent 3 months researching the world's ugliest colour.
Researcher Victoria Parr told the
Brisbane Times that it was an unusual project but one that was very important.
"It had as it's aim what is the antithesis of what is our usual objective," said Parr.
‘‘We didn’t want to create attractive, aspirational packaging designed to win customers. Instead, our role was to help our client reduce demand, with the ultimate aim to minimise use of the product.’’
The Australian government are now going to use the colour to blanket brand cigarettes.
Here’s the colour.
Pantone 448C ‘‘was commonly described as ‘death’, ‘dirty’ or ‘tar’ without any positive adjectives’’, said Parr.
Dark brown was close but some considered it rich and upmarket.
