#Pantone448C

In visual perception a color is almost never seen as it really is — as it physically is. This fact makes color the most relative medium in art. —Josef Albers, Interaction of Color

This is my favorite quote from the most intriguing textbook during my year at the College for Creative Studies. As an administrator of the Brown Car Appreciation Society, I’ve embraced this quote at every poorly chosen “brown” car that’s too close to yellow, red, gray, and green for most eyeballs.

So, when an Australian market research firm’s anti-smoking initiative found Pantone 448 C — a “drab dark brown” called Opaque Couché — the most off-putting color to cigarette smokers, it was no surprise the news eventually trickled down to my corner of the Interweb.