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Disgusting, right? Back in 2012, the Australian government hired research agency GfK to spearhead the new package design for all tobacco products. But instead of the marketing firm’s usual goal, they had to accomplish the opposite. Every carton had to look as unappealing as possible.
It took three months, seven studies, and more than 1,000 regular smokers, but the researchers finally determined the most offensive color to print alongside new graphic health warnings. Also in the running? Lime green, white, beige, dark gray, and mustard. Dark brown came in a close second, but its rich (and chocolaty!) undertones seemed too appetizing — similar to medium olive’s “classy” associations.
