This is the ugliest colour in the world, and it might just save your life

Research agency GfK has identified what it says is the most disliked colour in the world - and for a good reason.

Pantone 448C - a dark brown which focus groups said reminded them of 'death' 'dirt' and 'tar' - is the new colour of cigarette and other tobacco products in Australia.

Three months of studies led GfK to conclude that the mossy brown is the least attractive colour, which the Australian health authorities think makes it the perfect subliminal nudge to get people to stop smoking.

The UK looks set to adopt the colour too - so if you were thinking about quitting, now is as good a time as any.

Check out this explainer video via Time below:

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