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Alex Cooke write at Fstoppers that Australian researchers believe they have found the world's "ugliest" color as judged by the reactions 1,000 study participants had to it, which included such labels as "sewage-tinted" and "death." The world's ugliest color is opaque couché, also known as Pantone 448C. The research was done for an important reason. The Australian government will now use it on packaging to help deter consumers from buying tobacco products. People find the color so repellent it will be used to discourage people from lighting up. "''We didn't want to create attractive, aspirational packaging designed to win customers," says Victoria Parr. "Instead our role was to help our client reduce demand, with the ultimate aim to minimise use of the product.''"
The new color was found to have the most ability to "minimize appeal" and "maximize perceived harm" and was implemented on plain cigarette packs with health warnings across Australia. Pantone is keen to state, however, that no color is more beautiful or ugly than the next. Naturally, the company was not thrilled at the choice of its tone for the packaging: "At the Pantone Color Institute, we consider all colours equally," explained Leatrice Eiseman, executive director. There was, she said, "no such thing as the ugliest colour". Rather, 448C was associated with "deep, rich earth tones", popular on sofas and shoes and other things that might be found in a house.
(Score: 4, Informative) by takyon on Sunday June 12 2016, @11:55PM
The color described is rgb(74,65,42) or #4a412a.
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(Score: 0) by Anonymous Coward on Monday June 13 2016, @12:25AM
AKA... Poop color.
(Score: 5, Funny) by Anonymous Coward on Monday June 13 2016, @12:52AM
politely called "Zune"
(Score: 2) by JNCF on Monday June 13 2016, @01:53AM
That is exactly how I wanted that, thank you.
I wonder what color SoylentNews will be next April 1st...
(Score: 2) by driverless on Monday June 13 2016, @03:09AM
Hey, that's taupe. My couch is that colour.
(Score: 2) by takyon on Monday June 13 2016, @04:07AM
Now you know the true source of that visceral disgust you feel so often.
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(Score: 2) by driverless on Monday June 13 2016, @04:23AM
Oh no, taupe is fine. If my couch was couché it'd be different.
(Score: 4, Funny) by kanweg on Monday June 13 2016, @05:12AM
The idea is that you won't be able to find your cigarettes when you leave them on the couch.
Bert
(Score: 4, Informative) by Whoever on Monday June 13 2016, @03:38AM
Isn't this the color of the Zune?
(Score: 2) by takyon on Monday June 13 2016, @04:07AM
What can brown do for you?
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(Score: 2) by davester666 on Monday June 13 2016, @07:16AM
commonly known as "Zune Brown"
(Score: 2) by KritonK on Monday June 13 2016, @08:46AM
Is it , though?
This color looks nothing like the color in the accompanying video and looks kinda nice, at least on my screen. From a screen shot of the video, that color is (89, 74, 11) or #594a0b and is more or less what came to mind when I read about "the world's ugliest color".