What does white code for on a pack? Purity? Elegance? Lightness? Naturalness? Economy? All of the above of course, depending on context.

Here in tissueland Kleenex has long understood that the brand should be prominent on the shelf (to remind consumers of quality), but be invisible in the home (so the pack can blend in with my tasteful decor). Once the rules are written the subtlety stakes can be raised, like this elegant, shaped, unprinted but embossed tissue box from Private Label. Maybe The White Company should get some in?