The color you see above is called ‘Opaque Couché’, also known as Pantone 448 C. It is now officially, at least according to a study conducted by an agency hired by the Australian government, the world’s ugliest color. You might be wondering why the Australian government would go to the effort of hiring an external agency to determine this, and it’s simple: it is hoping that slapping this color on cigarette packagings will discourage smokers. This, along with already-present graphic warnings, definitely makes cigarette packs look fugly… but is it enough? We don’t know what sort of impact this research and effort might have on future sales, but American, Irish, and French governments seems to think it’s worth a shot, as they’re following suit and doing something similar.

[ Time.com ] VIA [ Geekologie ]