Pantone 448 C “The ugliest color in the world”
is a colour in the Pantone colour system. Described as a “drab dark brown”, it was selected in 2016 as the colour for plain tobacco and cigarette packaging in Australia, after market researchers determined that it was the least attractive colour. Since 2016, the same colour has also been used for plain cigarette packaging in France, the United Kingdom, Israel and Norway.