Pantone 448 C is a

colour Color (American English) or colour (British English) is the visual perceptual property deriving from the spectrum of light interacting with the photoreceptor cells of the eyes. Color categories and physical specifications of color are associ ...

in the

Pantone Pantone LLC (stylized as PANTONE) is a limited liability company headquartered in Carlstadt, New Jersey. The company is best known for its Pantone Matching System (PMS), a proprietary color space used in a variety of industries, notably graphi ...

colour system. Described as a drab dark

brown Brown is a color. It can be considered a composite color, but it is mainly a darker shade of orange. In the CMYK color model used in printing or painting, brown is usually made by combining the colors orange and black. In the RGB color model ...

and informally dubbed the "ugliest colour in the world", it was selected in 2012 as the colour for plain tobacco and cigarette packaging in

Australia Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands. With an area of , Australia is the largest country by ...

, after market researchers determined that it was the least attractive colour. Belgian cigarette pack (generic)

The Australian Department of Health initially referred to the colour as "

olive green Olive is a dark yellowish-green color, like that of unripe or green olives. As a color word in the English language, it appears in late Middle English. Shaded toward gray, it becomes olive drab. Variations Olivine Olivine is the typic ...

", but the name was changed after concerns were expressed by the Australian Olive Association. Since 2016, the same colour has also been used for plain cigarette packaging in many countries, including France, the United Kingdom, Ireland, Israel, Norway, New Zealand, Slovenia, Saudi Arabia, Uruguay, Thailand, Singapore, Turkey, Belgium, and the Netherlands. The colour has also been widely but erroneously reported as being known as "opaque couché"; in fact this is simply French for "layered opaque", in reference to being used on coated paper. The confusion may have arisen because "Pantone opaque couché" is the French name of a swatch library (

palette Palette may refer to: * Cosmetic palette, an archaeological form * Palette, another name for a color scheme * Palette (painting), a wooden board used for mixing colors for a painting ** Palette knife, an implement for painting * Palette (company) ...

) used in

Adobe Illustrator Adobe Illustrator is a vector graphics editor and design program developed and marketed by Adobe Inc. Originally designed for the Apple Macintosh, development of Adobe Illustrator began in 1985. Along with Creative Cloud (Adobe's shift to month ...

containing this colour and intended for printing in solid ink colours on coated paper; in English this library is known as "Pantone solid coated".

References

External links

* http://www.pantone.com/color-finder/448-C Shades of brown Tobacco control {{colour-stub