View source for Pantone 448 C

{{short description|Colour in the Pantone colour system}}
{{Use dmy dates|date=May 2018}}
{{Use British English|date=May 2018}}
{{infobox color
|title      = Pantone 448 C
|image      = Pantone 448 C.png
|hex        = 4A412A
|isccname   = Dark grayish olive
|source     = [[Pantone]]<ref>{{Cite web|url=http://www.pantone.com/color-finder/448-C|title=PANTONE 448 C - find a PANTONE Color|website=www.pantone.com|access-date=19 June 2016}}</ref>
|spelling   = colour
}}

'''Pantone 448 C''' is a [[colour]] in the [[Pantone]] colour system. Described as a '''drab dark [[brown]]''' and informally dubbed the "ugliest colour in the world", it was selected in 2012 as the colour for [[Plain tobacco packaging|plain tobacco and cigarette packaging]] in [[Australia]], after market researchers determined that it was the least attractive colour.<ref>{{Cite web|url=https://www.legislation.gov.au/Details/F2013C00801/Html/Text#_Toc367282493|title=Tobacco Plain Packaging Regulations 2011|date=8 August 2013|at=2.2.1 (2) & passim|website=Australian Government Federal Register of Legislation|language=en-AU|access-date=29 March 2018}}</ref><ref>{{Cite web|url=https://www.standard.co.uk/lifestyle/the-worlds-ugliest-colour-is-pantone-448c-experts-say-a3265856.html|title=This is the world's ugliest colour, according to experts|date=7 June 2016|website=Evening Standard|language=en-GB|access-date=19 June 2016}} N.B. As of 29 March 2018, the image there erroneously shows colour <span style="background-color: #5D4914; color: white">'''#5D4914'''</span>, rather than <span style="background-color: #4A412A; color: white">#4A412A</span>.</ref><ref>{{Cite web|url=http://www.digitaltrends.com/photography/pantone-448-c-ugliest-color/|title=Researchers discover the ugliest color in the world: Pantone 448 C|date=16 June 2016|website=Digital Trends|language=en-US|access-date=19 June 2016}} N.B. As of 2018-03-29, the image there erroneously shows colour <span style="background-color: #4D442E; color: white">#4D442E</span>, rather than <span style="background-color: #4A412A; color: white">#4A412A</span>.</ref><ref>{{Cite web|url=http://www.smh.com.au/national/does-this-colour-turn-you-off-20120816-24bf4.html|title=Does this colour turn you off?|website=The Sydney Morning Herald|access-date=19 June 2016|date=16 August 2012}} N.B. As of 2018-03-29, the image there erroneously shows colour <span style="background-color: #594A13; color: white">#594A13</span>, rather than <span style="background-color: #4A412A; color: white">#4A412A</span>.</ref>
[[File:Belgian cigarette pack (generic).jpg|thumb|A used plain cigarette packet from Belgium]]
The Australian Department of Health initially referred to the colour as "[[Olive (color)|olive green]]", but the name was changed after concerns were expressed by the Australian Olive Association.<ref>[http://www.theage.com.au/national/does-this-colour-turn-you-off-20120816-24bf4.html "Does this colour turn you off?"] by Rachel Wells, ''[[The Age]]'', 17 August 2012</ref>

Since 2016, the same colour has also been used for plain cigarette packaging in many countries, including France, the United Kingdom, Ireland, Israel, Norway, New Zealand, Slovenia, Saudi Arabia, Uruguay, Thailand, Singapore, Turkey, Belgium, and the Netherlands.<ref>{{Cite web|url=http://www.legislation.govt.nz/regulation/public/2017/0123/10.0/whole.html|title=Smoke-free Environments Regulations 2017 (LI 2017/123) – New Zealand Legislation|website=www.legislation.govt.nz|access-date=24 January 2020}}</ref><ref>{{Cite web|url=https://www.independent.co.uk/news/world/australasia/worlds-ugliest-colour-revealed-pantone-448c-a7076446.html |archive-url=https://ghostarchive.org/archive/20220524/https://www.independent.co.uk/news/world/australasia/worlds-ugliest-colour-revealed-pantone-448c-a7076446.html |archive-date=24 May 2022 |url-access=subscription |url-status=live|title=The world's ugliest colour has been revealed|date=11 June 2016|website=The Independent|language=en-GB|access-date=19 June 2016}} N.B. As of 2018-03-29, the image there shows the correct colour.</ref><ref>{{Cite web|url=https://www.independent.co.uk/news/uk/home-news/new-tobacco-laws-comes-into-effect-with-standardised-green-packaging-and-no-menthol-cigarettes-a7038886.html#gallery|title=This new law could save your life|date=20 May 2016|website=The Independent|language=en-GB|access-date=19 June 2016}} N.B. As of 2018-03-29, this article has no image of the pure colour.</ref><ref>{{Cite web|url=https://main.knesset.gov.il/News/PressReleases/Pages/press18.12.18jj.aspx|language=he|website=Knesset|title=Historical Revolution: The Economics Committee approved for the second and third reading the proposal to ban advertising of smoking products|date=18 December 2018}}</ref><ref>{{Cite web|url=https://www.lexology.com/library/detail.aspx?g=66f2f866-e809-4b0f-86e9-402739019532|language=en|website=Lexology|title=New Regulation on Supervision and Labelling of Tobacco Products: Plain Packaging in Turkey|date=24 January 2020}}</ref><ref>{{Cite web |title=Standardised Packaging Guidance Booklet 标准化包装册子 |url=https://www.hpb.gov.sg/docs/default-source/default-document-library/standardised-packaging-guidance-booklet-(english-chinese).pdf?sfvrsn=2acf331d_0 |website=Health Promotion Board, Singapore}}</ref>

The colour has also been widely but erroneously reported as being known as "opaque couché";<ref>{{Cite web|url=https://www.theguardian.com/fashion/2016/jun/08/stylewatch-pantone-448c-ugliest-colour-world-opaque-couche-australian-smokers-fashion|title=Stylewatch: Is Pantone 448C really the ugliest colour in the world?|last=Ferrier|first=Morwenna|date=8 June 2016|website=the Guardian|language=en|access-date=31 March 2018}}</ref><ref>{{Cite news|url=https://www.standard.co.uk/lifestyle/the-worlds-ugliest-colour-is-pantone-448c-experts-say-a3265856.html|title=This is the world's ugliest colour, according to experts|work=Evening Standard|access-date=31 March 2018|language=en-GB|first=Sophia |last=Pathak|date=7 June 2016}}</ref> in fact this is simply French for "layered opaque", in reference to being used on coated paper. The confusion may have arisen because "Pantone opaque couché" is the French name of a swatch library ([[palette (computing)|palette]]) used in [[Adobe Illustrator]] containing this colour and intended for printing in solid ink colours on coated paper; in English this library is known as "Pantone solid coated".{{citation needed|date=January 2020}}

== References ==
{{reflist}}

== External links ==
* http://www.pantone.com/color-finder/448-C

{{Shades of brown}}

[[Category:Shades of brown]]
[[Category:Tobacco control]]


{{colour-stub}}