Don't Knock the World's Ugliest Color - Its Merits Include Fighting Cancer

In good news for anti-smoking champions and Pantone color connoisseurs of the world, there is one (sort of) scientific decision the world agrees on: the ugliest color ever. And it's being put to good use on cigarette packaging to gross out potential smokers who may be dissuaded by the abominable eyesore hue.

Australia hired a research company to make cigarette packaging unappealing, and after "three months, seven studies, and more than 1,000 regular smokers," they were able to "determine the most offensive color" possible, as explains. The survey concluded that Pantone 448C, aka Opaque Couché, is indeed the world's ugliest color.

And now the U.K. and other countries may do the same.

Behold, Opaque Couché:


There are few redeeming qualities to a color delightfully compared to "baby poop," but for those of us who like to see a silver lining inside apparent ugliness, Hyperallergic's "In Defense of the World's Ugliest Color" has listed some major artworks that use Pantone 448C (that surprisingly, don't suck), from the likes of Vincent van Gogh, Edvard Munch and Leonardo da Vinci (take a closer look at Mona Lisa and question her fashion sense).

In a statement to, Pantone defended the color in an "I love all my children equally" manner:

"At the Pantone Color Institute, we consider all colors equally. There is no such thing as the ugliest color nor is there such a thing as the most beautiful color. ... With that said, we don't consider PANTONE 448 to be the 'fugliest color in the world,' ... PANTONE 448 is a color associated with deep, rich earth tones, the kind of shade that is used in elegant leathers and suedes ... a beautifully patina-ed antique armoire or an earthy brown tufted leather sofa." 

Sure. Armoires, leather sofas and now, cigarettes: sounds like quite the smoking den.

But for all that sugarcoating, cigarettes do gross things to people's insides. Isn't it fair warning to have the packaging reflect this? A little chromatherapy seems more appealing than chemotherapy for lung cancer.

In all honesty, a mere color may be unlikely to dissuade most diehard smokers. But hopefully it will have an effect on would-be first-time smokers.

Yes, "ugly never looked so good," as Time puts it. Behold the color in all its gross glory below:


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