Worst. Color. Ever.

It goes with nothing:

Pantone 448 C

And yet it has a purpose:

Pantone 448 C, or “opaque couché,” is a greenish brown-gray that looks like it spent a few decades in a sewer. If you find it unpleasant, that’s the point.

The Australian government hired research agency GfK to redesign cigarette packaging in 2012, and they determined (with seven studies and 1,000 regular smokers) that this was the most deterring color to pair with the anti-smoking graphics.

Probably because they thought it looked like the inside of somebody’s lungs after three packs of Winfield every day for forty years.


  1. McG »

    2 June 2016 · 9:44 am

    My next supercar will be that color.

  2. fillyjonk »

    2 June 2016 · 9:46 am

    A while back I saw a dress at a Kohl’s that I would swear was that color. (And there’s gotta be some kind of terrible Lady Marmalade joke that can be made about the “couché”” part of the name.)

  3. Jean »

    2 June 2016 · 11:11 am

    I like it. Kind of a kahki-taupe.

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