The color known as opaque couché has been described as "death," "tar," and "dirty." A team of Australian researchers have identified this particular shade as the ugliest color on Earth, and they did so by surveying approximately 1,000 people over seven studies. The research team was hired by the Australian government to determine which color is most repulsive for a good reason, however. Opaque couché is being used on tobacco product packaging to discourage people from smoking. The brown-olive color, also known as Pantone 448 C, is now on the packaging of Australia's tobacco products. The United Kingdom, Ireland, and France followed suit by passing"plain packaging" laws that utilize the repugnant color in the designs.
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Written by Curiosity Staff June 21, 2016
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