Commercial design may be increasingly endowed with the value of artistic creation and appreciation, but its fundamental starting point and goal is always to show the characteristics of the product to customers in an artistic way  If a commercial design is not reminiscent of a product and likes it, no matter how exquisite and creative it is, it cannot be regarded as a successful design  In the final analysis, the most important thing about advertising besides creativity is relevance
We don't want to be attracted by a beautiful work, but we don't see any connection between it and the product we endorse
Unique creativity is not an absolute element of commercial design