Is Pantone 448C the world’s ugliest color?
According to an advisory team that came up with the design for the Australian government’s plain cigarette packets, it might just be.
Over three months, a team of academics and commercial market researchers was enlisted with the unusual task of designing the least appealing package in an effort to decrease the appeal of smoking.
After seven different studies involving more than 1,000 participants, Pantone 448C – labeled “drab dark brown” was it.
I’ve never thought about my least favorite color, though I don’t love purple, but when it comes to my favorite color, it depends upon who asks.
If an adult asks, I say that my favorite color is context-dependent.
If we’re talking about the sky, blue is my favorite color.
If it’s my favorite color for clothing, it’s black.
If it’s the color of grass, green is my favorite.
No singular color appeals to me absent context.
But if a child asks me about my favorite color, my answer is always, “I don’t have one.”
It makes them crazy. They lose their minds over the idea that I might not have a favorite color.
It’s so much fun to watch.
