Making the new familiar
We like familiarity because we can think less. Something new needs more brain power. This week’s bias is the mere-exposure effect. It’s time for some 80s cheese.
Bias #3 in action
Scenario: You’re choosing a playlist to cook a lasagne to.
It’s 6pm and you’ve arrived home from work. You’re tired, but you’ve got a house to feed. Music will get me through this, you think. You switch on your best 80s playlist. You know Karma Chameleon will perk you up whilst you chop the onions.
When we’re tired or doing a difficult task, we struggle to think. As a result, we choose something familiar to save energy. And how do we build familiarity? Hit repeat. Why do you think it’s called ‘easy listening’?
Digital bias #3 in action
Scenario: You want to become a fitness blogger and build your following.
Borrow
Nothing is new. The 80s still find their way back into today’s charts. Borrow content that’s known to work. This might mean doing a twist on a known health fad. When it comes to design, it might be tweaking the layout of a generic fitness post. Familiar elements like these have already been learnt and processed by users. This makes them easier to like.
Lend
Committing time, energy and money is hard work — you can make this easier. A free trial or sample of motivational audio will build familiarity at little or no cost.
Borrow, lend, but never steal to make something new, familiar. Be careful not to be over-familiar, as this can have the opposite effect — there’s only so many times we can listen to A-Ha.
Up next: Encouraging users to take more risks
