“Clichés are the basic tool of communication, so you have to be careful about how you use them, but you frequently find that they are the most powerful instrument you have in reaching people. But they are, after all, things that are commonly known, and you are always dealing in the realm of what is already known. If something is so ordinary and unsurprising in its observation, people simply won’t pay attention to it, and that is the other question of provocation. You have to re-imagine them. How can you penetrate people’s immunity is always the fundamental question of a designer’s work.”
— Milton Glaser