Pantone 448 C, a “drab, dark brown” also called “opaque couché,” was specifically selected after three months and multiple studies by research agency GfK. The agency was hired by the Australian government to find a color that was so repugnant that if it was on tobacco products, it would dissuade people from smoking.
The new color was adopted for all tobacco packaging along with graphic health warnings. Now, other governments are following suit. The United Kingdom, Ireland and France have all passed “plain packaging” laws as well, using mockups using the same murky color. Ugly never looked so good.
- Inside One Indian iPhone Factory
- Congress Avoided a Shutdown. What Happens Next?
- Global Climate Solutions Exist. It's Time to Deploy Them
- What Happens to Diane Feinstein's Senate Seat
- The Enduring Charm of John Grisham
- Who The Golden Bachelor Leaves Out
- Kerry Washington: The Story of My Abortion
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time