Why brown?

The Tobacco Product Regulations (Plain and Standardized Appearance) calls for the use of drab dark brown colour on packs and prohibits the use of any design elements, logos or product branding.

In addition, only regular and king size cigarettes will be permitted for sale in Canada once the new regulations come into effect, with a ban on slim and demi-slim cigarette formats.

But why brown?

“This colour (Pantone 448C) is the package colour selected by all countries that have implemented plain packaging measures for tobacco products. Health Canada also commissioned a public opinion research (2016–17) that confirmed that the Canadian population findings were consistent with those for Australia whereby Pantone 448C, a drab dark brown, was considered to be an unappealing colour.”

(Source: Health Canada, 2018).