How to get Smokers to Quit? Enlist the World's Ugliest Color

[New York Times; June 20, 2016] Global health authorities are trying to get more countries to mandate the use of the “world’s ugliest color” on cigarette packaging to discourage smoking.

In 2012, GfK Bluemoon, a market research company under contract to the Australian government, announced that nearly 1,000 smokers had voted that a drab greenish brown known as opaque couché, number 448c in the Pantone color matching system, was the world’s most repulsive color.

It was described as looking like death, filth, lung tar or baby excrement. Color aficionados later noted that it was also similar to the hue of the dress worn by the Mona Lisa.

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