THIS Is The World's UGLIEST Color, According To Science

Photo: weheartit

Now that's good marketing.

Gray might be considered an ugly color, or maybe Brown. Army green is up there, too. However, those colors don't have the same gross appeal as this one color.

According to researchers, this color "has the power to 'minimize appeal' and 'maximize perceived harm.'" Words associated with it are "dirty," "tar," and even "death." That’s when you know it’s a color that can gross out even the toughest of researchers if they think of death when looking at it.

This color that invokes disgust is Pantone 448 C, also known as "opaque couch." It's a mix between a brown and greenish color, one that makes you instantly think of something rotting. Take a look at it below.

Photo: MSN

So how does that make you feel?

It turns out, however, that this color has a special mission. It's used to discourage smoking! And we have the Australian government to thank for that.

In 2012, they hired GfK, a research agency, to create a new design for tobacco products. But instead of encouraging people to buy the products, they wanted people to NOT buy them at all. They wanted the packaging to be as ugly as possible.

Three months, seven studies, and a thousand regular smokers later, they discovered that this opaque couch color is the most unappealing of the bunch. They even nicknamed it "drab dark brown." Also included on the list was lime green, white, gray, and even dark brown.

Photo: MSN

It’s so effective that even Ireland, the U.K., and France are following in their footsteps.

Smoking is an unhealthy and gross habit. Not only does it lead to life-threatening diseases such as lung cancer, but it's also a great danger to the environment and can destroy your relationships.

If the world turns away from smoking, it would be a cleaner, greener, and healthier place to live in. And it's all thanks to the ugly opaque couch color.