Pantone 448 C: How “The Ugliest Colour in the World” Made Its Mark

Pantone 448 C holds an unusual title: “The ugliest colour in the world.” It’s a murky, brownish-green that could be best described as uninspiring.

But why would anyone care about a colour that’s been dubbed unattractive?

Turns out, in 2016, this hue was chosen for a serious purpose. In Australia, Pantone 448 C was selected for cigarette packaging as part of a health campaign.

Market research showed it was one of the least appealing colours.

The thinking was simple: use an unappealing shade to make cigarettes look as undesirable as possible. In other words, it makes the product visually off-putting, so people think twice before picking it up.

Initially, the colour was referred to as “olive green” by the Australian Department of Health.

But this didn’t sit well with the Australian Olive Association.

Understandably, they felt that associating their beloved olive hue with something “ugly” was a step too far. So, the department decided on a more neutral name, Pantone 448 C.

This shift to plain, dull packaging marked a turning point. Instead of designing to attract, the aim here was to deter.

It’s a reminder that design isn’t always about making things beautiful.

Sometimes, ugliness itself is the goal.

With Pantone 448 C, Australia’s health officials wanted to strip cigarettes of any hint of allure. By pairing them with the least appealing colour, they hoped to communicate a blunt message:

smoking isn’t glamorous or attractive—it’s just plain ugly.

What’s fascinating about Pantone 448 C is the way it’s grown from a colour swatch to a symbol. A symbol that turns visual appeal on its head to make a statement.

For a hue that’s easy to ignore, Pantone 448 C has managed to capture the world’s attention.

It proves that the right (or wrong) colour can be as influential as the prettiest shade in the spectrum.

For Pantone 448 C, ugliness has a purpose, and it’s not just skin-deep.