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Ugliest color in the world determined by science

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Quick, look away!

Bad news for anyone who recently painted their house Pantone 448 C opaque couché, a.k.a. "drab dark brown." It turns out that is the ugliest, most unappealing color ever invented, as determined by Australian marketing company gfK Bluemoon. The company was tasked with coming up with a color for cigarette packs that (along with photos of disgusting tar-riddled innards) would lead to the fewest possible sales. The color, which was called "olive green" until the Australian Olive Association complained, already appears on packs Australia and will soon appear on them in Ireland, the U.K., and France as well.

Cigarette packets to become even more grisly – from today [Metro]