The old saying is not necessarily true. Rather than feeling contempt, web users tend to react positively toward familiar elements within a website or application.
This familiarity bias can be exploited to make radically new ideas and approaches to web design appear seamless and natural. Even when unleashing a bold new creative approach, try to incorporate visual or experiential aspects that users are likely to have encountered before.
Think about it in terms of ordering a hamburger or a pizza. When faced with menu choices many people will favour what they already know and like. Even when a range of gourmet options are attractive they will have the most impact in conjunction with familiar taste sensations.
The familiar reinforces previous user experiences, while the new adds flavour and a sense of discovery and excitement.
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