2019 Volume 43 Issue 3+ Pages 192-
This research was aimed to investigate the unattractive colors for plain cigarette packaging design. Each 60 males and 60 females were equally divided in to two groups as smoker and non-smoker. For the first part, the subjects were asked to adjust the color in order to find average color values of each unattractive brown, olive-green, gray, purple. In the second part, six mockups of plain cigarette package were made in different background color(4 unattractive colors, black and white).The effectiveness of each color on plain cigarette packaging was compared. We found that purple was the most unattractive background color. However, brown or olive green were recommended to be the background color of plain cigarette packaging.
