Milton Glaser on clichés

“Because design deals with familiar forms, much of it depends on the cliché. In fact, the study of cliché as a mode of expression is fundamental to an understanding of design. Clichés are symbols or devices that have lost their power and magic; yet they persist because of some kind of essential truth. Clichés are fundamental sources of information, debased sources waiting to receive new energy. In design, as in so many other things – from human relationships to logotypes – frequent contact often produces immunity to the experience. Two things can help here: an attempt to maintain an innocent vision and the capacity to respond to internal and external changes.”

— Milton Glaser (via Graphic Design)