Researchers Have Found The World's 'Ugliest Colour' For A Good Reason

Why would researchers spend time finding the world's ugliest colour?! 

Well, because it was to be used on cigarette packets to put off potential buyers. 

Market researcher Victoria Parr, from research agency GfK Bluemoon, headed the project. She told The Brisbane Times: "We didn't want to create attractive, aspirational packaging designed to win customers ... Instead our role was to help our client reduce demand, with the ultimate aim to minimise use of the product."

The research agency took 1000 regular smokers and ensured that their age range was wide - between 16 and 64. 

The results of the participants surveyed indicated that 'drab dark brown' packages had the lowest overall appeal:

Credit: GfK Bluemoon

We'd have to agree, it's pretty ugly! 

Source.