I work in the media industry. A general rule of thumb is to never dress more than a director would on set (i.e. no more than a collared plaid shirt). So I generally just dress decently and act normal. Portfolio and experiences speak for themselves. For other industries I've heard "never wear a clean pair of work boots to an interview". I think in terms of attire, don't look square. If you don't normally dress up, then you'll feel unnatural doing it for an interview. So dress a way you feel nice and therefore you'll feel on-point and relaxed.