By provoking we do not mean being vulgar, use nudity or money pictures to attract attention. By provoking we mean creating something that does make a person think, react and consider what he just saw.
Same time it is important to do it in a positive way — so we do not provoke it by annoying. We suppose if design provokes this way, it becomes something that can be named smart. The smart design also works smart and helps you gain your business goals.