New over on the blog: Is this really the world’s ugliest colour?
Opaque Couche otherwise known as Pantone 448 C has won the ‘ugliest’ colour crown after Australian research agency GfK Bluemoon came up with the colour in response to the Australian government’s plain cigarette packaging policy.
The government had put a ban in place preventing companies from displaying their distinctive brand colours on the cigarette packets with the direct aim of discouraging people, especially the young from smoking and they were seeking a colour that would be a turn-off for smokers.
In the research (commissioned back in 2012), GfK Bluemoon collected feedback from 1,000 smokers to find a colour that was the antithesis of aspirational, attractive branding and Pantone 448 C Opaque Couche was the winner.
Results in from the first comprehensive study since using the plain packaging found increasing numbers of smokers quitting and less appealing to younger people.
The UK, Ireland and France are now using this colour in their own plain cigarette packaging trials.
Colour psychology… behind the scenes
The aim of branding colours is to elicit positive buying behaviours by connecting to the emotion of the customer, attracting them to the point of motivating them to buy their product or service.
In this case, the researchers were asked to do the exact opposite – to strip away the positive emotional connection smokers had with their favourite tobacco brand and find a colour that would repel them from buying the product. This must be a marketing first!
So without further ado, may I introduce you to Pantone 448 C, deemed to be the world’s ugliest colour.