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In 2012, market researchers in Australia set out to find the least attractive colour to use for plain cigarette packaging. They determined Pantone 448 C to be the 'ugliest colour in the
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Australia discovered the world's ugliest color and used it to kill cigarette sales. The color? Pantone 448 C (a muddy olive-brown). The results? One of the most successful behavior change campaigns in
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How the ugliest color in the world might save lives
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World's ugliest colour' used on cigarette packets to put smokers off | The Independent
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