The intention was to integrate this tone into cigarette boxesas part of a government campaign to deter the smoking population to stop doing so.
After three months of investigation the winner was the Pantone 448 ca dark mixture between brown and green that was presented by the GFK Bluemoon agency as the 'ugliest color in the world'.
In his explanation, the creators of this tone agreed that they decided on him because ** is associated with death, dirt and tar, in addition to increasing the feeling of rejection and decreases appetite.
It is demonstrated by psychology that colors play an essential role in behavior, mood and human elections. Hence the publicists, designers and creative make each colorful decision carefully and never lightly.
Once the Australian government approved the creation of packs with this tone and decided that by law, all companies should include it in their packaging, the initiative had an echo in other countries: France, England and Ireland also adopted this measure to demonstrate that the design It can also contribute positively to a cause for health and reduce tobacco consumption.