Mark Twain once said, “Familiarity breeds contempt – and children,” which may be only partly true about human relations but is all too true when referring to graphic design and illustration. Moreover, graphic wit and design humor suffer most from overuse. Shakespeare, presaging the problems caused by design competitions that publicize the best of the new and thereby give common currency to uncommon ideas, wrote, “Sweets grown common lose their dear delight.” Though design humor must touch the chord of recognition to be effective, it still must be surprising. Familiar cues are necessary, but an overdose of any one conceit, trick, or otherwise wonderful idea can kill wit. And so, to draw upon a variation of that familiar bromide one last time, “Though familiarity may not breed contempt, it takes the edge off admiration.” (William Hazlitt)