Familiarity
We trust what we recognize - faces, names, brands, and ideas.
Good for
Building trust quickly, reducing friction, and making your message feel safe and known.
What it teaches
People are more likely to trust what feels familiar. Familiarity creates comfort - even if it’s subtle. Whether it’s a phrase, a format, or a face they recognize, it helps reduce resistance and build connections.
Ways to use familiarity in copy:
Language - Use words your audience already uses and understands
Design - Layouts and flows that feel intuitive, not confusing
Branding - Repeat key elements (colors, slogans, taglines) across channels
References - Mention tools, platforms, or people they already know and trust
New can be exciting - but familiar feels safe. Use both wisely.
Example Use Case
Homepage for a personal finance app
Example Implementation
Without familiarity:“Optimize your fiscal workflow with predictive budget analytics.”With familiarity:“Just like your favorite budgeting app - only smarter, simpler, and built for real life.”