Top 5: Design Cliches to Avoid

It's been said that imitation is the greatest form of flattery. In graphic design, as in other creative fields, imitation can morph a perfectly good idea into a cheap trend. Case in point: Milton Glaser's famous "I ♥ NY" logo. When it first debuted, it was a simple and wonderful tribute to the Big Apple. Now there are a million knock-off variations featuring every major city in the free world, and the iconic logo is no longer innovative nor unique. It's always a sad day in design when a well-done piece becomes inspiration for an over-used trend.

As a designer, I strive to create original work and not mimic what I've seen on billboards or in magazines. With that in mind, I have a growing list of visual cliches to avoid using in design projects. These are the current top 5 on my list.

5. One-Color Logo on Photo

All you need to do to make your logo look super-trendy is to slap it onto a photographic background, the more abstract the better.  Bonus points if you use a picture with bokeh.


4. Statement Left Aligned in Sans Serif Bold All Caps Optional

It doesn't even have to be in complete sentences - but as long as it's left aligned it is now hipster-ready.

3. Faux Letterpress

Actual letterpress - where the letters are embossed into heavy paper - is beautiful. Interior shadows on everything to make it look like letterpress, however, not so much.

2. Applying New Free Font to Everything for "Modern" Feel

Every year or so a font becomes popular among design circles and starts showing up everywhere. In 2010 it was Museo 500, 2011 was the year of Blackjack, and currently the favorite is Wisdom Script (as seen above). I can always tell a font has run its course when it starts showing up on Kroger brand packaging (Museo = yogurt; Blackjack = produce department).


1. Hold Poster So Face Is Hidden

For a while every single poster designer on the internet was photographic their poster designs this way. I guess at least it's a step up from putting a Photoshop layer on it that makes it look like it's been folded an in a box for 20 years?