What color is dubbed as the “ugliest color”?

This color, also known as Opaque Couché and Pantone 448 C, is called: “drab dark brown”. It’s been described that way by Australian marketing teams. It was sought out and discovered to discourage the sale of cigarette packs, which it was inserted onto the label of.

And turns out, it worked! Buyers of cigarette packs with this colored label commented that the color looked, “dirty” “deathly” and “tar-like”.

However, this color tone has relatives of it in the likes of “the Mona Lisa” and several fashionable clothing pieces. This makes one realize that the beauty of color is all subjective.

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10 Comments

Rajnish Gautam

Nowhere in the explanation is about the word "nontransparent layer" has been described. At best the answer option is Opaque Couche or phntone 448 C. Ridiculous answer options.

Babita Goyal

Perhaps name of the colour is hidden under nontransparent layer in the explanation.

Player Dennis

The explanation does not answer the question.

Leapy Lee

Where on Earth did the author get “nontransparent layer” from? It is not in the article and we certainly do not use that name here in Australia where the plain cigarette packaging was first introduced.

Stevie G

No mention of 'Nontransparent Layer' in the explanation. Pantone 448 C should have been the correct answer.

Bhavana Agarwal

What is the name of colour?

Keith Richard Mears

"And it worked", how did it work, sales of cigarettes didn't drop, those that smoke would and will still buy them regardless of how they are packaged, either go the whole hog and declare tobacco illegal, or stop spending money on cosmetics that don't work, but governments like the tax money from this undesirable product too much to do anything about it.