It's widely know that there is a lot of psychology in colour and the way we use it, it can conjure up associations and emotions without us even realising it. However there is only one specific hue that has the power to "minimize appeal" and "maximize perceived harm." Researchers have pinpointed the world's ugliest colour - Pantone 448 C, also called "opaque couché,"
It's been described as "dirty," "tar," and even "death," but the sewage-tinged colour actually does good - experts have chosen it to discourage smoking. Back in 2012, the Australian government hired research agency GfK to spearhead the new package design for all tobacco products.