When Crap Design is Good Design:
What standardised tobacco packaging tells us
Norway has become the fourth country in the world to introduce standardised packaging for Tobacco products. Aimed at reducing the attraction to young people. No-one can deny its a good thing. However, the execution tells us a lot about the perceived role of design and how incredibly shortsighted and how scared of making big creative decisions intelligent people are.
‘Branded’ tobacco packaging is effective not just because of ‘bright colours’ and ‘fancy fonts’, but also down to the idea of the product. Generations of culture, from actors to rock stars, racing cars, to the brand your dad smokes, an act of teenage rebellion behind the school. It is all an idea, an idea that we build into our identities; one way or the other. Therefore, striping back the ‘bright colours’ and ‘fancy fonts’ is the crappiest design solution I’ve come across for a long while. ‘Crappiest’ being my word of choice.
In 2012 it was decided, by a panel of ‘experts’ in Australia, that Pantone 448C, a turbid brownish colour, would become the universal standard for all tobacco packaging. The idea is to bring about associations of dirt, or ‘crap’. The best idea was to make the packaging visually crap.
In my humble, but educated, opinion the resulting design is rather beautiful; far from crap. Pantone 448C ‘the world’s ugliest colour’ has been used delightfully. The typography is Swiss; contemporary, clean (yes clean) and comfortable. The adoption of Pantone 448C and all the design limitations and standardisation lacks imagination, it doesn't go far enough.
The solution is ‘hard’, it is literal, it follows the same direction as the problem, falling short, it is obvious, boring and unimaginative.
There is simply no true effort to change the paradigm.
It is so because the status quo tells us that big problems need hard solutions… and that really is crap.
Big problems often need ‘soft’ hard-hitting solutions; left field, creative, original, groundbreaking, imaginative solutions.
In this case, the PhDs have tried to solve a problem with the same skills that helped create it; graphic design. Failing to see that graphic design was one part of a bigger creative effort, involving compelling narratives, messaging grounded in human behaviour and sophisticated cultural association; all through bold design thinking AND graphic design; the full pack of creative services that tobacco co’s have been using for a century.
I take my hat off to the graphic designers of the new ‘standardised’ packaging. They have done a wonderful job of delivering good design, just as they would’ve done without all the new restrictions.
But, I must be fair and frame the obvious reality. Public health authorities have their heart in the right place and their agendas are ethically sound. They stand as David in front of the Goliath of the tobacco co’s and their lobbyists; I know the type, for my sins, along time ago, I had one as a client — they are/were deliciously turned out in the finest cloth and the whitest of smiles.
Nonetheless, it doesn’t excuse the experts from not being more creative in acting out their most valuable public service.
Fear not, all is not lost!
I have a better idea. Stick with the beautiful-crap-design of the new packaging but add a new element… a large swastika.
I know it breaks away from Pantone 448C, but I think it might just add the desired effect.
If the thought buying condoms at the age of 17 was embarrassing just imagine buying a box of Natzi branded cigarettes.
Not only is my idea pro bono publico; up for grabs to any keen public health official… it will work. And not only will it work but, like all good ideas should be, it is also poetic.
While drastically reducing the buying and consumption of tobacco, by the vast majority of the public, it will also increase the tobacco consumption of fascists; inducing mouth cancer from their weapon of hate.
Alas, I doubt anyone will take me up on my offer. But, perhaps it might smack an expert in the face hard enough to realise that big challenges require bold creative ideas.
Building (or breaking) a brand [aka an idea] takes more than considering ‘bright colours’ and ‘fancy fonts’. It takes compelling narratives, an understanding of human behaviour and a cultural relevance; just as a starter.
We CAN’T reduce desire by taking away the thing that is desired, but…
…we CAN solve big problems by using creative services to their fullest.
