According to an Australian survey, the shit brown color seen above (Pantone 448C, or “Opaque Couché”) is the ugliest hue around, reminding respondents of dirt and death. To deter smoking, Australian officials required Opaque Couché to be the main color and cigarette packages and now the UK is following suit. Apparently, Australian officials first referred to the color as “olive green” but the Australian Olive Association was none-too-pleased. Now, Pantone is grumpy about the choice of Opaque Couché. “At the Pantone Color Institute, we consider all colours equally,” Pantone’s exec director Leatrice Eiseman told The Guardian. ”(There’s no such thing as the ugliest color.“
The new UK regulations also ban the use of logos, requiring a plain font on the packs.
Whether reactionary spasm or irrevocable paradigm shift, if history is a guide, once the game is afoot, scores of designers will be eager to get with the program. Obviously, doing ugly work isn’t difficult. The trick is to surround it with enough attitude so it will be properly perceived not as the product of everyday incompetence, but rather as evidence of one’s attunement with the zeitgeist.
