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It NEEDS to match the song or songs, it needs good art direction (preferably the use of meaningful colors although that is optional - it all just needs to go together), the photo needs to be natural and honest (sure retouch out blemishes but skin texture would be nice to keep), there needs to be a concept beyond just "pretty photo of ayu with text slapped on," there needs to be thought behind the font choice, and Ayu's face needs to match the song. Upbeat bubbly pop songs can have fishlips and big eyes, thoughtful sad songs can have calm frowny faces, et cetera. A single where the focus isn't on Ayu's face would be nice occasionally.
Endless sorrow would be perfect to me if the font was different. That's the closest she ever got to doing it exactly right, in my opinion.
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