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In 2012, the Australian government worked with researchers to find the least appealing color for cigarette packaging as part of its plain packaging laws. The result was Pantone 448 C, a muddy
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In defense of Pantone 448 C, the so-called 'ugliest color'
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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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