What Candle Designs Actually Sell on Etsy

By Neha Chandelier, co-founder of Listadum · Last updated August 13, 2026

“Add your name and we’ll pour it just for you.” That is the pitch on nearly half the candles I scrolled through on Etsy — a blank jar, a script font, and a box that says Your Text Here. It is the easiest candle in the world to list, which is exactly why so many sellers list it, and exactly why it does not sell.

When I ranked almost a thousand top candle listings by whether real people actually save them, the personalized-name and photo candles that dominate every search sank to the bottom.

The candles that quietly ran away with it were the ones with something to say: a 90s-nostalgia scent joke, a candle that smells like an old bookshop, a “smells like my last nerve” gag for a burned-out teacher, a candle shaped like a soda can. Design-led candles, not name-field candles.

This is the twenty-second teardown in an ongoing series where Listadum ranks the biggest print-on-demand products on Etsy by favorite ratio — the one number that separates what genuinely sells from what just fills a search page. Candles turned out to be the most extreme split in the whole series: one enormous lane that looks like the entire market and pulls below average, and a cluster of small design lanes that pull two and three times harder.

I captured the top listings for the biggest candle searches on Etsy, deduplicated them down to 1,183 unique designs, and ranked the 991 with a clean favorite ratio by that single number. Then I hand-coded every one by theme, label style, and mockup so I could see the pattern underneath.

This is the long version: the full ranking, the design types that win with a ready-to-use prompt to make each one, the two traps, the benchmark to grade your own candle, and the label finding that will change your main photo. Light a candle and settle in.

The one number that tells you if a candle sells

A listing’s view count tells you almost nothing on its own — ads and age both inflate it, and candles are the most ad-heavy market I have measured. Favorites are the honest signal of wanting, but Etsy keeps both numbers off the search cards.

The free Listadum browser extension prints views and favorites right onto every card as you scroll a search, so instead of guessing which candles are actually loved, you can read the real demand behind each one. Without it, this study would have been thousands of manual clicks; with it, the whole shelf becomes a spreadsheet.

What the Listadum extension adds to a normal Etsy candle search — the views and favorites on every card. Those two numbers are the raw material for everything below.

Divide one by the other and you get something useful:

Favorite ratio = favorites / views.

Inside Listadum we call this your favorite ratio, and it is the number I trust most when I judge a design. Of the people who saw this candle, what share liked it enough to save it. That single ratio strips out the noise.

A brand-new pour from a tiny shop and a three-year-old listing from a shop with 10,000 sales can finally be compared fairly, because the favorite ratio cancels out ad spend, age, and shop size. It measures the design’s pulling power and nothing else — and pulling power is the part you actually control when you sit down to design a new label.

When I re-ranked all 991 listings by favorite ratio, the order scrambled hard. Candles Etsy had buried out-pulled candles sitting in the top row. Etsy’s default sort tells you who is paying and who has been around. The favorite ratio tells you what buyers love. Those are not the same list.

One thing to know going in: candles are a mature, gift-driven, pay-to-play market. The median favorite ratio here is 4.2%, and a genuine top-10% winner reaches 11.8%. More than three quarters of ranked listings — 77% — run ads, the highest share of any product in this series, and the median price is a low $14.

Cheap to make, crowded to sell, and dominated by a single lane that most sellers pile into on autopilot. Which is exactly why picking the right design, instead of the obvious one, matters more here than almost anywhere.

Design-led candles win — and the personalization half of the shelf loses

Here is the headline finding, and it is a clean split.

Nearly half of every candle listing I studied is some form of personalization — a “your text here” jar, a wedding-favor tin, a name-definition, a photo candle, a monogram, a pet memorial, a birth-flower gift.

Group them all together and the Custom and personalized theme is 42% of the shelf but pulls just a 3.5% average favorite ratio, below the median, and produces only 13% of the winners. The single most-made kind of candle is one of the worst-pulling.

Now the winning half. Group the three design-led themes — nostalgia, fandom and niche-interest, and funny statement labels — and they are about a third of the shelf but produce more than half of all the winners.

Nostalgia alone pulls an 11.6% average — nearly three times the median — from under 4% of listings. Fandom and niche-interest candles pull 9.7%. Funny “smells like” labels pull 6.3%. A candle shaped like a food or object (shaped novelty) pulls 7.7%. The candles that earn saves are the ones that reference a feeling, a fandom, or a joke — not the ones that reference the buyer’s own name.

The plain-English version: buyers do not shop candles for a jar so much as for a little hit of identity — a candle that says something about them or the person they are gifting. A retro scent story, a bookish reference, a coworker in-joke reads as a chosen gift with a personality. A blank jar with a name printed on it reads as a template anyone could order, because it is. Give the candle a point of view, and let the label do the talking.

That is the big picture. Now let me show you the whole board, not just the top of it.

The full ranking: winners, runners-up, and what to skip

No theme is a simple win or lose. There are tiers, and the runners-up matter as much as the champions, because they are far less crowded and still pull well. Here is where each candle theme landed, sized by how much of the shelf it occupies and colored by how hard it pulls. The overall median is 4.2%.

The treemap makes the mismatch impossible to miss: the biggest block by far — custom and personalized — is the cool-colored, low-pulling one, and the hottest colors sit in the smallest blocks in the corner. Now the same themes plotted by supply against pull, so you can see exactly where the open lanes are:

The top-left corner is the whole game: high pull, low supply — themes buyers save that almost nobody is crowding into. Read the tiers this way:

The top pullers (8% and up). Nostalgia (11.6%) and fandom and niche-interest (9.7%) are the two highest-pulling themes in the study, and together they are barely a tenth of the shelf. High demand, almost no supply — the best combination on Etsy.

The strong middle (6 to 8%). Shaped novelty candles (7.7%), scent-led naming (6.9%), and funny statement labels (6.3%). All pull above the median. Shaped novelty is the biggest of these at 16% of the shelf, and it still over-delivers on winners because a candle can be an object — a thing apparel can never do.

The weak floor (below median). Custom and personalized (3.5%) — nearly half the shelf, and one of the two lowest-pulling themes — and celestial star-and-moon candles (2.8%), the single weakest theme on the board. More on the custom trap below.

Two things jump out when you read it this way. First, the gap between the top puller and the custom floor is more than 3x. Second, the winners are not exotic. They are candles with a clear concept — a decade, a fandom, a joke, a shape — from lanes almost nobody is crowding into.

Here is how much each theme over- or under-delivers relative to the shelf space it takes up — its share of the top-10% winners divided by its share of listings. Nostalgia punches 4.6x its weight, fandom 2.3x, and shaped novelty 1.6x.

Scent-led runs 0.75x and funny labels 0.89x — solid pull, but so heavily supplied that they only roughly keep pace. Then the crowded lane collapses: custom and personalized delivers just 0.31x its footprint in winners. That ratio is the real map of where the open lanes are.

The winning design types (with a prompt to make each)

This is the part I wish someone had handed me three years ago. For each winning type: what the data says, why it works, and a Gemini prompt you can use to generate your own original label artwork — written to output the printable design itself, isolated and ready to wrap onto a candle.

Two rules before you generate anything, because they decide whether your shop survives. Keep it original, since Etsy requires print-on-demand art to be your own. And never prompt for a real brand, character, franchise, logo, or celebrity — the fastest way to lose a candle shop is a “Smells Like [Famous Movie]” label.

Every prompt below is written to stay clear of that. Swap the CAPS placeholder for your niche so the output is yours, not a generic AI label a hundred other sellers can also make.

1. Nostalgia (the single highest pull at 11.6%)

The highest-pulling theme in the whole study, and it punches 4.6x its tiny footprint. Decade and childhood nostalgia is the clearest over-index on the board: 90s and Y2K scent stories, Saturday-morning-cartoons and cereal candles, retro-object and rental-store gags. Buyers are not saving a scent — they are saving the feeling of a specific era. The winning look is loud, warm, and unmistakably retro, not tasteful and minimal.

A vintage-style candle label design, isolated artwork only. A retro rectangular or badge label for a candle themed around A SPECIFIC ERA OR CHILDHOOD MEMORY OF YOUR CHOICE (late-90s sleepovers, Saturday-morning cartoons, an arcade night, a video-rental store), with a playful “smells like ___” line, warm nostalgic colors (mustard, burnt orange, cream, teal) and chunky retro display lettering. Flat, print-ready vector artwork on a transparent background — no candle, no jar, no mockup, and no real brand names, logos or trademarks. Just the label design.

2. Fandom and niche interest (9.7%, punches 2.3x its weight)

The second-highest puller, and the widest creative lane. This is bookish scents (“Old Bookshop,” “Bookworm”), hobby and subculture candles (tabletop gaming, gardening, sci-fi, cottage baking), and profession or fandom in-jokes. The trick is to reference a world your buyer belongs to without touching a single trademark — the feeling of the reading nook, not the copyrighted title.

A candle label design for a niche-interest audience, isolated artwork only. An elegant or playful label for a candle that references A HOBBY, PROFESSION OR SUBCULTURE YOU KNOW WELL (old bookshops and reading nooks, tabletop gaming, gardening, sci-fi fandom, cottage baking) — an evocative scent name, a small themed illustration or icon, and tasteful lettering. Print-ready flat artwork on a transparent background — no candle, no mockup, and no real brand, character, franchise, or trademark. Just the label.

3. Funny and statement labels (6.3%, and a whole genre of its own)

Not the top puller, but the one I would start with as a new seller, because it is a proven gift format with endless angles. The “smells like ___” and “for the ___ in your life” joke is a whole category: therapist, teacher, nurse, lawyer, coworker, dad, best friend, plus milestone and birth-month gags.

It pulls above median (6.3%) despite being a fifth of the shelf, which means a genuinely fresh line still stands out. Keep the joke original and specific — a named person or role, not a generic slogan.

A funny candle label design, isolated artwork only. A bold typographic label built on the “smells like ___” or “for the ___ in your life” joke format, aimed at A SPECIFIC PERSON OR ROLE (a burned-out teacher, a brand-new dad, a night-shift nurse, a best friend) — one punchy original line, clean bold lettering, one or two accent colors, maybe a tiny icon. Print-ready flat artwork on a transparent background — no candle, no jar, no mockup, and no real brand names. Just the label design.

4. Shaped novelty (7.7%, the thing apparel can’t do)

The candle is the design. Food replicas (pizza, croissant, cereal bowl, ramen, soda can), objects (disco ball, retro TV, sardine tin), and sculptural twist or knot tapers. This lane is 16% of the shelf and still over-delivers on winners at 1.6x, because a molded candle is impossible to scroll past. If you can partner with a mold or make one, this is the most defensible winning lane — hard to copy, and it photographs itself.

A die-cut wrap or waterslide label design for a novelty candle, isolated artwork only. Playful graphics and lettering themed to A FUN OBJECT OR FOOD OF YOUR CHOICE (a cereal box, a soda can, a ramen cup, a disco ball) so a plain candle reads as that object — bright, colorful, print-ready flat artwork on a transparent background, no candle, no mockup, and no real brand, logo or trademark. Just the wrap artwork. (Pair it with a sculptural or molded vessel for the full effect.)

5. Scent-led naming (the calm runner-up at 6.9%)

The tier people overlook. A refined candle built around a single evocative scent name — Fig & Cedar, Tomato Leaf, Earl Grey, Salt & Smoke — set in beautiful, restrained type. It pulls above median (6.9%) and reads as a considered, giftable object rather than a personalized one. Less crowded than the funny lane, and it ages well.

A minimalist scent-led candle label, isolated artwork only. A refined label centered on A SINGLE EVOCATIVE SCENT NAME OF YOUR CHOICE (Fig & Cedar, Tomato Leaf, Earl Grey, Salt & Smoke) in beautiful, understated type, a muted sophisticated palette (sage, clay, charcoal, cream) and generous white space. Print-ready flat artwork on a transparent background — no candle, no jar, no mockup, no brand names. Just the label design.

After you generate any of these, shrink it to about 200 pixels wide and see if it still reads. Candles live or die at thumbnail size in the search grid, and a busy label turns to mush. If the joke or the scent name does not land small, simplify: bigger type, higher contrast, fewer elements. That thumbnail test is the difference between a label that pulls and one buyers scroll past.

💡 Pro tip — build a line, not a one-off. Once one label lands, spin the same concept into three or four scents or roles rather than chasing a brand-new idea each time. A “smells like” gag becomes a whole gift set for teachers, nurses, and new dads, and buyers who came for one candle often add a second. A coherent little collection also reads as a real brand, not a single lucky listing.

The two traps that flood these searches but rarely sell

Two kinds of candle flood the searches. Because there are so many of them, they look like proof of demand. The favorite ratio says otherwise.

Plain personalized name candles. Name-and-monogram candles, “your text here” jars, and wedding-favor tins are the single most-crowded design on the shelf, and they pull a 3.3% average — below the median — while delivering a fraction of the winners their footprint suggests. The problem is baked in: when the differentiator is the buyer’s own name in a script font, you are not competing on creativity, you are competing on turnaround time, review count, and ad spend. That is a fight a new shop rarely wins — and on candles, where 77% of listings run ads, it is the most expensive fight in the series.

Photo candles. A printed photo wrapped around a jar pulls even worse. Photo labels are the lowest-pulling look on the entire shelf at 4.0%, and the message-heavy “custom message” candles trail at 2.4%. The buyer is shopping for the occasion — a memorial, an anniversary, a gift — not for your design, so every listing blurs into the next and the sale comes down to price and ads. Enormous supply, generic output, bottom-of-the-board pull.

None of this means these candles are worthless — plenty of established shops make a living on wedding favors and memorial candles. They are crowded and undifferentiated, so the next new listing gets ignored. Spend your energy in the under-supplied, high-pull design lanes instead.

💡 Pro tip — compete on concept, not turnaround. The moment the buyer’s own name in a script font is your only differentiator, you are racing established shops on shipping speed, review count, and ad budget — a fight a new candle shop almost never wins. Put the creativity in the label instead, and offer personalization as a small add-on option, not the whole product.

Want to see how crowded a candle angle is before you commit to it? That is what the free Keyword Explorer shows you: demand against competition for any phrase, so you can aim at a pocket that is not already a red ocean.

Your yardstick: is your candle a winner?

Numbers are only useful if you can hold your own work up against them. So here is the scale for a candle that already ranks on Etsy.

• Under 2.2%: the bottom quarter. People are seeing it and scrolling past. Rethink the design.
• Around 4.2%: dead average. Fine, not a winner.
• 7 to 11%: top third. A strong design.
• 11.8% and up: the top 10%. A genuine winner.

If you sell on Etsy, you can run this check on your own listings tonight. Open a listing’s stats, divide favorites by views, and see where it lands. A candle sitting under 4.2% is telling you something, and on this shelf it is almost always the design, not the traffic.

💡 Pro tip — grade a candle tonight. Open any live listing, divide its favorites by its views, and drop the number on the scale above. Under 2.2% and buyers are seeing it and scrolling past; at 4.2% you are average; past 11.8% you have a genuine winner worth doubling down on. Do this before you spend another dollar on ads — a below-median candle usually needs a new label, not more traffic.

Two rules a candle design has to survive first

Before a candle can sell, it has to stay up. Two Etsy rules quietly end more print-on-demand shops than any trend miss.

It has to be your own. Etsy’s Creativity Standards require that items made with production tools — which is all print-on-demand — are based on your own original design. Buying a trending label pack and printing it unchanged fails that test, and it is a common reason listings get deactivated. Our guide to Etsy’s rules for print-on-demand sellers walks through what “original” actually means in practice.

It cannot borrow someone else’s work. This one bites candle sellers especially hard, because the nostalgia and fandom lanes are so tempting to take too far. A “Smells Like [Famous Franchise]” label, a copied bestselling design, or a real brand’s logo on a jar is the fastest route to a takedown and a shop at risk. The safe move is your own take on a feeling — the reading nook, not the copyrighted title; the arcade, not the brand name. If copycats are a worry the other direction too, there is a hidden setting that helps protect your shop from copycats.

Neither rule blocks you from selling a nostalgia candle or a funny label. Plenty of shops do. They block you from selling the exact one someone else already made, or a brand’s name on wax. Original beats borrowed, and it is also the only version that lasts.

The label finding: a photo on the jar is the weakest look on the shelf

Now the part that will change your main photo.

Candles are almost always shot the same way — a propped still life on a neutral surface — so the styling is not the lever here. What matters is what is on the candle. I coded every listing by its dominant look and checked the pull.

The signal is clear and it is about concept, not polish. A colorful retro label pulls a 9.4% average, the best of any look. A plain or shaped vessel with no label (7.3%) and an illustrated label (7.2%) both pull well.

A clean typographic label (5.5%) and a minimalist label (5.3%) trail. And a photo printed on the candle pulls the worst of all, 4.0% — below the median — despite being one of the most common looks on the shelf. Buyers are not saving a jar with a face on it; they are saving a candle with an idea on it.

So the guidance is: let the label carry the listing, and skip the printed photo.

💡 Pro tip — ditch the default jar mockup. Every seller drops their art onto the same blank amber-glass smart object, so your hero shot vanishes into a wall of identical jars. Shoot your actual candle as a warm propped still life — one or two simple props, soft light — so the label reads instantly in the grid. It is a few minutes of styling that separates you from thousands of stock mockups.

A few things that still move candle photos:

• Do not ship the default stock mockup. Everyone uses the same blank-jar smart objects, so your listing blends into a wall of identical amber glass. A real propped photo of your actual label, shot with a warm prop or two, is worth the small effort. Here is what we learned about better listing images with mockups.
• Make the label readable at thumbnail size. The joke or the scent name is your whole hook, so it has to land in the search grid before anyone clicks. Use most of your ten slots: a hero shot where the label reads, a close-up of the type, a scent or “what it smells like” graphic, a size reference, and a styled gift shot.
• Sell the gift, not just the wax. Candles are overwhelmingly bought as gifts, so a shot that shows the candle wrapped, boxed, or staged as a present converts. The full sequence is in our guide to listing image types that drive sales.
• Add a simple video. A ten-second pan across the lit candle and its label gets impression priority without any on-camera work.
• Disclose it. When an image is a mockup or AI-assisted, say so, both for Etsy’s standards and for buyer trust. Here is how and why to disclose mockups and AI images.

Free download: the Etsy SEO Checklist

A winning candle still has to be found. This one-page checklist walks the titles, tags, and attributes that get candles ranking, so the label you just made actually gets seen.

Grab the free Etsy SEO Checklist →

New shops break in — with a design, not a name field

Candles are the toughest organic market in this series, so I want to be honest about it: only about 4.5% of top listings are rising — the lowest breakthrough rate of any product I have studied. This is a pay-to-play shelf dominated by established shops buying visibility. But the new shops that do break in tell a consistent story.

The rising listings averaged a 15.2% favorite ratio, about three and a half times the overall median and well past the winner line. 79% came from shops with fewer than 1,000 reviews. And about 76% run ads — a reminder that on candles, a great design plus a small ad budget is usually how a new shop gets its first views. The design gets you the saves; the ad gets you seen.

And the rising candles win with the exact playbook above: a nostalgia scent story, a bookish or hobby reference, a funny “smells like” gag, a shaped novelty. Not another blank monogram jar, not another photo candle. A fresh, specific, well-made design from a small shop is breaking into these searches every week. That could be your shop. The design is the lever, and it is a lever you fully control.

Every candle niche plays differently

“Candles” is not one market. Each search term pulls a different buyer and a different mix of designs, and the design terms behave nothing like the personalization terms. I pulled the full ranked results for the five biggest candle searches — the design lanes and the personalization lanes side by side — and here is how they compare, ranked by median favorite ratio.

Read the top two rows against the bottom three. The design terms — nostalgic and funny — pull two to three times the median favorite ratio of the personalization terms, and their winner lines are more than double.

The “nostalgic candles” search is the richest lane on the board, dominated by exactly the shaped-novelty, fandom, and retro designs that win study-wide. Meanwhile “photo,” “personalized,” and “custom” candles all sit below the 4.2% overall median and are 68 to 90% ads — the crowded, low-pulling lanes most new sellers start with by default.

The lesson is the same at the term level as at the theme level: aim your listings and your SEO at the design searches, not the personalize-it ones.

Where to start this week

If you came in thinking custom-name and photo candles were the candle business, I hope this traded that assumption for a map. You do not need to guess what is hot. You need to make a candle with a genuine idea on it, let the label carry the photo, then check whether people actually save it.

Here is the whole post as five steps:

• Pick an open lane: a nostalgia scent story, a bookish or hobby reference, a funny “smells like” gag, a shaped novelty, or a refined scent-led label. Skip the custom-name and photo-candle red oceans that dominate the shelf.
• Give the candle a point of view. A concept beats a name field.
• Run the thumbnail test: if the joke or scent name does not read at 200 pixels wide, simplify.
• Shoot the real label as a warm, gift-ready still life for your main image, and skip the printed photo. Do not ship the bare stock mockup.
• List it, then read its favorite ratio. Under 4.2% and buyers are scrolling past. Above 11.8% and you have a winner.

Most sellers never get to that last step. They pour a candle, slap a name field on it, cross their fingers, and move on. But that number is the whole game. Make something with an idea on it, check its favorite ratio a couple of weeks later, keep the ones that pull, and let the rest go. Do that enough times and the guessing quietly stops. One day you might even be the shop someone else is pulling apart in a post like this one.

Keep reading on Listadum. New to print-on-demand? Start with selling on Etsy without inventory. Ready to run the print-on-demand niche properly? See our guide to Etsy’s rules for print-on-demand sellers.

The rest of the series

This is one spoke in Listadum’s print-on-demand teardown — every big POD product on Etsy, ranked by favorite ratio, so you can see what sells and what is not worth your time.

• The pillar: The Complete Guide to Niche Etsy Strategies — how to pick a niche and a product worth your time.
• The apparel siblings, already live: What T-Shirt Designs Actually Sell on Etsy and What Sweatshirt Designs Actually Sell on Etsy.
• More product teardowns in the series: tote bags, throw pillows, phone cases, wall art, ornaments, and stickers.

Frequently asked questions

What kind of candle sells best on Etsy?
Design-led candles, not personalization. In my study of 991 top listings, nostalgia candles pulled an 11.6% average favorite ratio, fandom and niche-interest candles 9.7%, shaped novelty 7.7%, scent-led naming 6.9%, and funny “smells like” labels 6.3% — all above the 4.2% median. Custom-name and photo candles, which make up 42% of the shelf, pulled just 3.5%, below the median.

Why don’t personalized name and photo candles sell as well on Etsy?
Because they are crowded and undifferentiated. Personalization is 42% of the candle shelf, so buyers have endless near-identical options and shop on price, turnaround, reviews, and ad spend rather than your design. Photo-label candles are the single lowest-pulling look at 4.0%. When the buyer’s own name or photo is the product, a new shop has almost no way to stand out.

What is a good favorite ratio for a candle listing?
The median top-ranked candle listing sits at a 4.2% favorite ratio (favorites divided by views). The bottom quarter is under 2.2%, and a genuine top-10% winner reaches 11.8% or higher. Check your own listing by dividing its favorites by its views.

What should I put on a candle label to make it sell?
Give it a concept, not a name field. The winning looks are a colorful retro label (9.4% average favorite ratio), a plain or shaped vessel (7.3%), and an illustrated label (7.2%). A photo printed on the candle pulls the worst at 4.0%. Make the label — a nostalgia joke, a hobby reference, a funny “smells like” line, or a single evocative scent name — readable at thumbnail size.

Are print-on-demand and personalized candles still worth selling on Etsy in 2026?
Yes, but candles are the most ad-heavy market in this series: 77% of ranked listings run ads and the median price is about $14. The design is the differentiator. A genuine, original candle in an under-supplied lane — nostalgia, fandom, shaped novelty, scent-led — is what separates a winner from the pile of blank monogram jars.

Can I use AI to make candle designs to sell on Etsy?
You can, but the design must be your own original work, and you must not use a real brand, franchise, character, or someone else’s photo — no “Smells Like [Famous Movie]” labels. Etsy’s Creativity Standards require print-on-demand art to be based on your own design, and many sellers disclose AI assistance for buyer trust. Use AI to generate an original label you direct, not to copy an existing product.

Which candle search terms should a new seller target?
Aim at the design terms, not the personalization ones. In my per-term analysis, “nostalgic candles” (8.3% median favorite ratio) and “funny candles” (6.0%) pulled two to three times better than “photo candles” (2.9%), “personalized candles” (2.8%), and “custom candles” (2.5%), all of which sit below the overall median and run 68 to 90% ads.

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About the author

Neha Chandelier, Co-founder of Listadum, selling on Etsy since 2020. She writes about Etsy tips and tricks, how to sell on Etsy, and growing a handmade shop.

Last updated August 13, 2026.

Sources: Listadum Keyword Explorer (demand data, pulled July 2026); Listadum study of 991 top-ranked Etsy candle listings ranked by favorite ratio; per-term OCR of five candle search terms; Etsy Creativity Standards.

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