00:00People were so repulsed by this colour that it has officially been labelled as the ugliest
00:04colour in the world.
00:05The Australian government conducted a study in 2012 trying to find the perfect colour
00:10for tobacco packaging that would take the glamour out of smoking.
00:13Thousands of participants were asked which colour they found the most visually offensive
00:18so they could cover the cigarette packaging with it.
00:21One particular colour came out on top, with participants associating it with words like
00:25dirty, death, tar, and most famously, baby poop.
00:29The colour was initially named Olive Green, but had to be changed after the Australian
00:34Olive Association expressed concern for the damage it would do to the reputation of olives.
00:40And all of these years later, Panton 448C, also known as Opaque Couchet, has not been able
00:46to shake the title.
