Ben there, done that for Nov. 24, 2021
Saving lives with the ugliest color
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We live in a world full of colors. As an artist and designer, I am fascinated by the way our interpretations and connotations associated with color shape our perception. For example, did you know exposure to bright red or yellow has been shown to increase people’s appetites? That is the reason many restaurants use these two colors heavily in their marketing. Blue evokes a sense of trust and thus is used disproportionately compared to other colors in the financial services industry. Colors are a powerful tool, influencing us mostly without our awareness. Immense amounts of research go into finding appealing colors, but what if the goal is to drive people away? What if I told you there was a color that is helping to save thousands of lives every year by being ugly? Enter Pantone 448 C.
In the early 2010s, Australia was looking for an innovative approach to curbing smoking. At that time around 19,000 Aussies were dying prematurely to complications or conditions brought on by using tobacco products annually. Having already abolished almost all advertising for such products from external media outlets like TV, newspapers, and online, the health department had one final target in their anti-smoking campaign - the package itself.
The plan was called “Plain Packaging.” The idea was to remove all branding and, in its place, a simple text label with large health warnings. The government was trying to make the boxes of cigarettes as unappealing as possible. While the concept sounded good in theory, a question remained about what color to make the boxes without any branding. The Australian government contracted the research firm GfK Bluemoon to find the right color to turn people off. After extensive research, they settled on a murky greenish brown. They dubbed it Pantone 448 C aka “Olive Brown.” Many other colors were tested, but none were as effective at “minimizing appeal’’ and ‘‘maximizing perceived harm” as good ole 448 C. Having seen the color, I can confirm there is absolutely nothing appealing about it.
Designs were available for use at the beginning of 2012, and the Plain Packaging initiative has helped Australia to achieve one of the lowest rates of smoking in any developed country. However, not everyone was happy about the color situation. The Australian Olive Association sent a cease and desist letter to the health department demanding the color not be called “Olive Green.” Instead, they recommended the name “Drab Green.” The health department already had their hands full dealing with big tobacco, so they decided to extend an olive branch and choose another name for the ugly color. In the law, the specific hue was simply referred to as Pantone 448 C. This quelled the sticky situation and was deemed acceptable by both parties.
The controversy around this color was not quite over. As the Plain Packaging initiative began to roll out, news of the “ugliest color” began to circulate. Pantone, the company behind the Pantone Matching System used to define the exact color of drab green, decided to weigh in. In a press release, they came out saying that they do not deem any color to be any more or less beautiful than any other. This was quite amusing because every year Pantone crowns a “Color of the Year.”
How much color affects our perception is truly incredible. Marketers and advertisers have long leveraged this to sell things to us. While it’s easy to see this as sinister, I think this story illustrates how the same forces can be utilized for a beneficial purpose. So, the next time you are standing in front of the shelves at the grocery store looking at all the options presented to you, take a moment to note the colors being used and how they could be influencing your decisions. And if you’re looking to win an ugly sweater contest this holiday season, maybe look for one with a Pantone 448 C base.
