Card #18

Familiarity Bias

We tend to develop a preference for things merely because we are familiar with them.

How might this apply to the Web?

If introducing a radically new project, use characteristics of something already familiar to people. For example, use visual aspects similar to other popular services or the likeness of a familiar physical equivalent. You can also establish formal partnerships with already familiar brands to help make your new idea seem safer.

Ideas, Comments & Questions

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