Australia Finds Ugly Packaging Slows Cigarette Sales In 2012, Australia set out to design the ugliest possible cigarette packaging. Pantone 448c is so dreary that since introducing it on all cigarette packaging, Australia has seen cigarette sales drop.

Australia Finds Ugly Packaging Slows Cigarette Sales

Australia Finds Ugly Packaging Slows Cigarette Sales

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In 2012, Australia set out to design the ugliest possible cigarette packaging. Pantone 448c is so dreary that since introducing it on all cigarette packaging, Australia has seen cigarette sales drop.

MARY LOUISE KELLY, HOST:

Good morning. I'm Mary Louise Kelly. Could the color of a cigarette pack help people quit smoking? Australia thought so. In 2012, Australia set out to design the ugliest possible cigarette packaging and landed on a color called Pantone 448C - a greenish, muddyish 1970s couch-ish (ph) color so aggressively dreary that since introducing it, Australia has seen cigarette sales drop. Just don't try it on your kitchen walls. It's MORNING EDITION.

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