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Pantone 448 C
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Is This Really the World's Ugliest Colour?
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How to Get Smokers to Quit? Enlist World's Ugliest Color
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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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Pantone 448C: The World's Ugliest Color Explained
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The World's Ugliest Color
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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,
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