Plain packaging of cigarettes in Australia here we come.
IS PANTONE 448C the world’s ugliest colour? According to an advisory team that came up with the design for the Australian government’s plain cigarette packets, it’s certainly the least appealing.
And it is not a conclusion it came to lightly. Over three months an advisory group of academics and commercial market researchers was enlisted with the unusual task of designing a package that instead of luring consumers to a product, would have the opposite effect.
‘‘It had as its aim the antithesis of what is our usual objective,’’ says market researcher Victoria Parr, from research agency GfK Bluemoon, who headed the project.
‘‘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.’’