What was the 'world's ugliest color' created for?


by Anna Kolosyuk

The image of color is said to affect people's psychology, and it can be applied not only to art and design, but also to product strategy . While there are various images of color such as 'optimism,' 'friendliness,' and 'harmony,' there is a color that has been given the dishonorable image of ' the ugliest in the world ,' and is actually applied to product design. increase.

Does this color turn you off?
https://www.theage.com.au/national/does-this-colour-turn-you-off-20120816-24bf4.html

Stylewatch: Is Pantone 448C really the ugliest color in the world? | Fashion | The Guardian
https://www.theguardian.com/fashion/2016/jun/08/stylewatch-pantone-448c-ugliest-colour-world-opaque-couche-australian-smokers-fashion

The ugliest color in the world is the color called ' PANTONE 448 C ' below. RGB is '74, 65, 42', CMYK is '33, 43, 80, 82', web color code is '#4A412A'.



The Australian government, in partnership with market research firm Gfk Bluemoon , asked smokers between the ages of 16 and 64 to come up with the 'most repulsive color' in developing a 'cigarette package color'. A study was conducted on approximately 1000 people.

PANTONE 448 C, which was selected as a result, was found to be a color that gives people the image of 'death', 'filth', 'cigarette tar' and 'baby excrement'. In addition, it seems that there were white, lime green, beige, dark gray, and mustard yellow as other candidates, but PANTONE 448 C was selected in terms of 'the most inconspicuous and giving a strong image of health damage'. thing.

The Australian government initially called this color 'olive green', but due to complaints from the Australian Olive Association, the name was changed to 'dull dark brown'. Since 2016, Australian cigarette packaging has been legally required to use this color.

The actual Australian cigarette package looks like this. Originally it was a brand called ' Marlboro ', which is characterized by a red package, but the box stained with PANTONE 448 C is printed with a picture of a lung that has been devastated by emphysema .



According to Israeli media From the Grapevine , the effect of the new package using PANTONE 448 C seemed to be more than expected, and in Australia, PANTONE 448 C was actually used for cigarette packages, and smokers immediately said, ' Cigarettes in new packs feel worse than traditional cigarettes,' he said.

PANTONE 448 C is now used not only in Australia but also in countries such as France, England, Norway, Saudi Arabia and Israel for packaging cigarettes. In January 2020, Turkey also passed a law requiring PANTONE 448 C to be used for tobacco packaging.

The name 'PANTONE 448 C' is a manufacturer of color sample books that are widely used around the world. A codename commonly used in PANTONE . “PANTONE sees all colors equally. There is no ugliest color. It may become popular with shoes.'

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in Design, Posted by log1i_yk