Pantone 448 C
| Pantone 448 C | |
|---|---|
 | |
 Colour coordinates | |
| Hex triplet | #4A412A |
| sRGBB (r, g, b) | (74, 65, 42) |
| HSV (h, s, v) | (43°, 43%, 29%) |
| CIELChuv (L, C, h) | (28, 17, 67°) |
| Source | Pantone[1] |
| ISCC–NBS descriptor | Dark grayish olive |
| B: Normalized to [0–255] (byte) | |
Pantone 448 C, also referred to as "the ugliest colour in the world", is a colour in the Pantone colour system. Described as a "drab dark brown", it was selected in 2016 as the colour for plain tobacco and cigarette packaging in Australia, after market researchers determined that it was the least attractive colour.[2][3][4][5] The Australian Department of Health initially referred to the colour as "olive green", but the name was changed after concerns were expressed by the Australian Olive Association.[6]
Since 2016, the same colour has also been used for plain cigarette packaging in France, the United Kingdom, Israel, Norway, New Zealand, Slovenia, Saudi Arabia, and Turkey.[7][8][9][10][11]
The colour has also been widely but erroneously reported as being known as "opaque couché";[12][13] in fact this is simply French for "layered opaque", in reference to being used on coated paper. The confusion appears[weasel words] to have arisen because "PANTONE opaque couché" is the French name of a swatch library (palette) used in Adobe Illustrator containing this colour and intended for printing in solid ink colours on coated paper; in English this library is known as "PANTONE solid coated".[citation needed]
References
- ^ "PANTONE 448 C - find a PANTONE Color". www.pantone.com. Retrieved 19 June 2016.
- ^ "Tobacco Plain Packaging Regulations 2011". Australian Government Federal Register of Legislation. 8 August 2013. 2.2.1 (2) & passim. Retrieved 29 March 2018.
- ^ "This is the world's ugliest colour, according to experts". Evening Standard. 7 June 2016. Retrieved 19 June 2016. N.B. As of 29 March 2018, the image there erroneously shows colour #5D4914, rather than #4A412A.
- ^ "Researchers discover the ugliest color in the world: Pantone 448 C". Digital Trends. 16 June 2016. Retrieved 19 June 2016. N.B. As of 2018-03-29, the image there erroneously shows colour #4D442E, rather than #4A412A.
- ^ "Does this colour turn you off?". The Sydney Morning Herald. 16 August 2012. Retrieved 19 June 2016. N.B. As of 2018-03-29, the image there erroneously shows colour #594A13, rather than #4A412A.
- ^ "Does this colour turn you off?" by Rachel Wells, The Age, 17 August 2012
- ^ "Smoke-free Environments Regulations 2017 (LI 2017/123) – New Zealand Legislation". www.legislation.govt.nz. Retrieved 24 January 2020.
- ^ "The world's ugliest colour has been revealed". The Independent. 11 June 2016. Retrieved 19 June 2016. N.B. As of 2018-03-29, the image there shows the correct colour.
- ^ "This new law could save your life". The Independent. 20 May 2016. Retrieved 19 June 2016. N.B. As of 2018-03-29, this article has no image of the pure colour.
- ^ "Historical Revolution: The Economics Committee approved for the second and third reading the proposal to ban advertising of smoking products". Knesset (in Hebrew). 18 December 2018.
- ^ "New Regulation on Supervision and Labelling of Tobacco Products: Plain Packaging in Turkey". Lexology. 24 January 2020.
- ^ Ferrier, Morwenna (8 June 2016). "Stylewatch: Is Pantone 448C really the ugliest colour in the world?". the Guardian. Retrieved 31 March 2018.
- ^ Pathak, Sophia (7 June 2016). "This is the world's ugliest colour, according to experts". Evening Standard. Retrieved 31 March 2018.
External links
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