In search of the World’s Favourite Colour.

What’s your favourite colour? It’s one of the commonest questions you’re asked as a child, even as an adult. And we might know our own answer — but if we think bigger, what single colour does the world love most?

We set out on an ambitious search (in fact it was the largest colour study every conducted) to find the world’s favourite colour starting with the involvement of G.F Smith’s creative community. Through social activation, PR and editorial (articles based on the opinions of eight specially chosen creative ‘ambassadors’), we directed people to worldsfavouritecolour.com. The project was inclusive and personal, and the outcome was to that the chosen colour would become part of the iconic Colorplan paper range – and – G.F Smith would partner with manufacturers in the development of products designed in the world’s favourite colour.

The result? Announced at G.F Smith’s “Paper City” exhibition at Hull, UK City of Culture 2017, the winner was Marrs Green, a shade of teal reminiscent of parts of the Scottish landscape.


Bethan Laura Wood, Artist & Designer
Johnny Coca, Creative Director, Mulberry
Richard Woods, Artist
The winning colour Marrs Green, submitted by Annie Marrs was added as a temporary colour to the iconic Colorplan collection. The colour was announced at Hull 2017, UK City of Culture.
The colour was featured in a collection of limited edition products including Anglepoise, Tokyo Bikes, Sunspel, Cambridge Satchel Company and more.