I cringe every time I see it: the photo of two people shaking hands on a corporate brochure. A bad illustration of hands on a massage therapist's business cards. A woman in white on the beach for a feminine hygiene product.
I know you've seen them. They're part of our culture. That's what makes them a cliche. Which, by definition is an idea that's been overused and betrays lack of original thought. See the full definition here.
I have clients ask for them all the time. And I do my best to steer them away. (Download this link on 75 image cliches. You'll probably find many of them very familiar.) I find that most people are torn: They want to be original and stand out, and at the same time, look to what others are doing almost as a form of permission.
But if you're a creative, you cringe. Because our job is to be original. To not follow what everyone else is doing. But it takes guts. And it can be scary. But think of the payoff: What if everyone was looking at you as the leader, instead of being the one that follows.
