A new survey demonstrates that the colour of a cigarette pack might have an impact on tobacco consumption, reports the Independent.

A study by the British Heart Foundation (BHF) has unveiled a surprising fact regarding how smokers become influenced by specific colours shown on cigarette boxes. The survey – involving mostly young smokers aged 16-25 years – showed that smokers' decisions to buy tobacco products depend just as much on the colour of the packets as on nicotine content and brand names. Experts hope that the new findings might help formulate effective quit smoking policies.

25% of the total number of participants preferred a blue packet of Silk Cut over a purple box, learns the UK broadsheet newspaper. The young smokers somehow developed the notion that cigarettes contained in blue packets would be 'safer' and 'healthier' than those contained in purple packets.

According to a British Heart Foundation spokesperson, the findings confirmed the previous recommendation that all tobacco products should be introduced with a plain packaging. Director of policy and communications Betty McBride told the British newspaper that the authorities must take action against the existing packaging policies so young smokers don’t get lured into smoking.

75% of those surveyed also agreed with what Betty McBride said, the Telegraph notes, adding that the general consensus amongst most smokers is that it might be easier for them to quit smoking or reduce the number of cigarettes they smoke on a regular basis if the packs don’t look too brash and have health warnings imprinted on them.