Who says it's the ugliest color in the world? No citation in the wikipedia entry. It just looks like a generic military camp color to me (whether or not it actually is used that way, that was my first thought on viewing the color).
There are four citations to newspaper articles about a study from Australia, right after it says
"Described as a "drab dark brown", it was selected in 2016 as the colour for plain tobacco and cigarette packaging in Australia, after market researchers determined that it was the least attractive colour."
Those all cite the same finding from a business research firm hired by Australia. I was hoping for something slightly more "scientific" than "these marketing guys say it's ugly" :shrug:
