I love the use of minimalism in a design or a cover; for a single, minimalism is a consistent winner. Trying to create large design concepts or pull something elaborate off in the short amount of time people have to look at singles (when they used to look at singles, I should say) leads to confusion and illegible text.
Richard Ashcroft was eager to put his past behind him in 2000, and this single shows how he made a concerted effort to win over fans and break new ground. Oh, sure. It's a bit grey on the back. But at least he didn't junk it up with something ridiculous.