Anna Gragert
Updated Jun 02, 2016 @ 3:40 pm
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Credit: Shutterstock

Something as simple as a color can easily cause controversy. I mean, just take a look at #DressGate, which had basically everyone in the world arguing over whether a dress is white/gold or blue/black. And those four colors aren’t even the “world’s ugliest color,” according to a certain study.

Back in 2012, when the Australian government was working on a new design for tobacco products, they hired research agency GfK and asked them to make the packaging as unattractive as possible. Essentially, they wanted them to create products that would discourage consumers from smoking. To make this happen, the agency conducted seven studies with 1,000 people who smoke regularly.

Though lime green, white, beige, dark gray, mustard, and dark brown were all in the running, researchers settled on the Pantone color 448 C, which is a mix between dark brown and olive known as “opaque couché.” Interestingly enough, this shade has also been lovingly referred to as “death.”

Credit: Pantone /

Following Australia’s lead, countries such as the United Kingdom, Ireland, and France have also adopted “opaque couché” as the color of choice for their tobacco product packaging. Nonetheless, we can’t help but wonder: Is this color really all that bad? After all, we’d probably buy the following products in this shade…

Forever21 Striped Midi Dress

Credit: Forever21 /

Buy here for $12.90

Herschel Supply Co. Heritage Backpack

Credit: Zappos /

Buy here for $59.99

Jcrew Perfect-Fit T-Shirt

Credit: Jcrew /

Buy here for $19.50

New Balance Sport Style Collection Trainer

Credit: Free People /

Buy here for $110

Polixeni19 Slouchy Hat

Credit: Polixeni19 /

Buy here for $29

World’s ugliest color OR world’s most misunderstood color?