“There are a lot of posters done today that are not intended to be posters. They’re intended to be decorative objects. The things in many “art” poster stores that are designed to be hung, not to move people. They lack a vitality, or imperative, because their intention is different. Posters, basically, have to work for their living. They have to be on the street, hustling, in order to achieve the required effect, which is memorability and an imperative to action. If you simply admire the cleverness or beauty of a poster without being moved to action, it’s not a good poster.”

— Milton Glaser