At the Pantone Color Institute, we consider all colors equally. Each and every color is imbued with a unique meaning, one that also results from and is reflective of our culture, biology and personal experience. In addition, context greatly impacts appearance and in turn our perceptions and reactions to color.

Thus, we don’t consider PANTONE 448 to be the "fugliest color in the world" as our color word association studies show it to be perceived of mostly as a delicious deep brown. PANTONE 448 is also a color associated with deep rich earth tones, a shade used in elegant leathers and suedes for fashion accessories, outerwear and footwear and most especially in the home, a beautifully patina-ed antique armoire or a lush brown tufted leather sofa. Pair this brown shade with a vibrant turquoise or magenta for added impact or combine it with Pantone’s color(s) of the year for 2017, PANTONE 15-3919 Serenity and PANTONE 13-1520 Rose Quartz.