We started saving for college before our now 16 yr old was born. We are both well educated and college is not an option... it is something she has had ingrained in her brain so that she has a better chance to be successful later in life. She would not dream of not going to college. She loves visiting the colleges now and can't wait for her experience.
That said, our goal was $10,000 per year by her birthday each year. Some years when we did really well, we'd put more in it. She has high aspirations and we expect to pay roughly $250,000+ to get her finished with college debt free. Our daughter does want to study in Italy for 1 yr and we are planning for that (it's included in the #). Right now, she is fully funded and actively making college visits, etc.
This completely depends on your family, your child. Some families do not value the education as we do and that is OK. Every family is different.
We feel it is our parental responsibility to get her out of college debt free. We live debt free and she should at least be given a debt free start.
All that said, it is also important to fully fund yourself for your retirement. Don't forget about that part either.!!
Best wishes to you!