Few things stir emotions and spirited shop talk like color palettes. It’s one of those topics that draws experts and novices alike so when someone comes around declaring they have deduced the “ugliest color in the word,” it should pique your interest.
CreativeMarket.com published an article by Kevin Whipps on 6/9/2016 that reports on an effort by the Australian Government to determine a color that would make citizens want to quit smoking. They contracted market and user experience research firm GfK to figure out that color and their examination determined it was Pantone 448 C.
For the color geeks out there, here are the hard values:
RGB: 74 65 42
CMYK: 33 43 80 82
You can learn more about the process GfK used via Whipps’ blog post or you can simply take their word for it and steer clear of that color (and anything in the general neighborhood) as a major design element.