I recently read an article in Adweek called “What Are the Best Looking Beer Cans in America.” Apparently we are in a Golden Age of beer can design. And some of them are pretty fun (see a gallery here). But I believe that while these designs are creatively interesting, they divert from a beer can’s real job, which (aside from its function as a container) is to get beer drinkers to buy the beer.
Design should have an objective. Design is purpose-driven and client-driven, and these qualities are what differentiates it from art. Good design can certainly enhance our lives and create an aesthetic response in its beholders. But I believe the best design is the one that sells the most product and builds the biggest market.