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Can Opaque Couch, the World's Ugliest Color, Deter Smoking? In 2012, Australian health officials and market researchers were looking for the most unappealing color to use on plain cigarette packaging. After extensive studies with smokers, they concluded that Pantone 448 C Australia hired researchers to find the ugliest color in the world. Seven studies, 1,000 smokers Winner: Pantone 448 C, associated with "dirt, tar and death" Now it's the legally required color of In 2012, the Australian government worked with researchers to find the least appealing color for cigarette packaging as part of its plain packaging laws. The result was Pantone 448 C, a muddy Plain cigarette packaging has arrived, but will it reduce smoking? Smoking The Guardian

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