It is known by many names. “Opaque couchè.” “Pantone 448C.” “Death.” But now it can add one more name to its infamy: The ugliest color in the world. We will reveal it below but, be warned, it is not for the faint of heart or stomach. Only the strongest may look upon it and retain their will to live.

Look away! Avert thine eyes lest they be struck blind by the foul blight before you!

This is all per a group of researchers in Australia, who surveyed one thousand people and determined that the color-that-must-not-be-named is truly the most horrifying shade in all God’s creation. The reasoning behind this study? Scientists are trying to decide what color to make Australia’s cigarette cartons. The thinking goes that if cigarette cartons are ugly then maybe people won’t buy them; a plan that borders on cruel and unusual punishment. According to WHO, smoking rates in Australia have dropped 0.55 percent since new cigarette packaging laws were signed Down Under.

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