They say beauty is in the eye of the beholder, but not even the quirkiest tastes could save Pantone colour 448 C.
Also known by the super pretentious-sounding name “opaque couché”, it has been deemed the absolute ugliest colour in the world. Just how ugly, you ask? Well, it’s been described as resembling “death” or “tar”, so it’s safe to say it has very few redeeming qualities. Who knows, maybe it’s an acquired taste. But if you think you’re ready to see it, here it is in all its glory.
Behold, the world’s ugliest colour:
It’s like a giant insult to the eyes, right?
The reason we know that Pantone 448 C is indeed the world’s ugliest colour is because the Australian government hired a team of researchers several years ago whose sole purpose was to design a cigarette package that would be as unappealing as possible. The Brisbane Times reports that their study involved more than 1,000 smokers, who determined that this depressing shade of brown had the lowest overall appeal, and also looked like it would contain the lowest quality cigarettes. As a result, the government will be wrapping all future cigarette packages in this colour. Meaning that Pantone 448 C could actually save lives one day. Beautiful.
Just another reason to never judge a book by its cover.