Pantone 448 C
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Pantone 448 C, also dubbed "the ugliest colour in the world", is a colour in the Pantone colour system. Described as a "drab dark brown", it was selected in 2012 as the colour for plain tobacco and cigarette packaging in Australia, after market researchers determined that it was the least attractive colour.[1][2]
Since 2016, the same colour has also been used for plain cigarette packaging in many countries, including France, the United Kingdom, Ireland, Israel, Norway, New Zealand, Slovenia, Saudi Arabia, Uruguay, Thailand, Turkey, Belgium and the Netherlands.[3][4][5][6][7]
The colour has also been widely but erroneously reported as being known as "opaque couché";[8][9] in fact this is simply French for "layered opaque", in reference to being used on coated paper. The confusion may have arisen because "PANTONE opaque couché" is the French name of a swatch library (palette) used in Adobe Illustrator containing this colour and intended for printing in solid ink colours on coated paper; in English this library is known as "PANTONE solid coated".[citation needed]
- ^ & passim|website=Australian Government Federal Register of Legislation|language=en-AU|access-date=29 March 2018}}
- ^ {{Cite web|url=https://www.standard.co.uk/lifestyle/the-worlds-ugliest-colourional/does-this-colour-turn-you-off-20120816-24bf4.html "Does this colour turn you off?"] by Rachel Wells, The Age, 17 August 2012
- ^ "Smoke-free Environments Regulations 2017 (LI 2017/123) – New Zealand Legislation". www.legislation.govt.nz. Retrieved 24 January 2020.
- ^ "The world's ugliest colour has been revealed". The Independent. 11 June 2016. Retrieved 19 June 2016. N.B. As of 2018-03-29, the image there shows the correct colour.
- ^ "This new law could save your life". The Independent. 20 May 2016. Retrieved 19 June 2016. N.B. As of 2018-03-29, this article has no image of the pure colour.
- ^ "Historical Revolution: The Economics Committee approved for the second and third reading the proposal to ban advertising of smoking products". Knesset (in Hebrew). 18 December 2018.
- ^ "New Regulation on Supervision and Labelling of Tobacco Products: Plain Packaging in Turkey". Lexology. 24 January 2020.
- ^ Ferrier, Morwenna (8 June 2016). "Stylewatch: Is Pantone 448C really the ugliest colour in the world?". the Guardian. Retrieved 31 March 2018.
- ^ Pathak, Sophia (7 June 2016). "This is the world's ugliest colour, according to experts". Evening Standard. Retrieved 31 March 2018.