Familiarity Blindness

Ever stare at your own landing page so long that it stops making sense? That’s “Familiarity Blindness.” The image above nails it: you’re hypnotized by your own work.

Why Your Brain Does This

You’ve seen your own words and designs too many times. Your brain labels them as “old info” and filters them out. But a fresh pair of eyes can instantly spot what’s confusing or boring.

Why It Works

• Our brains crave novelty, not repetition
• Objectivity fades the more we look at our own stuff
• Outside feedback reintroduces perspective
• Time away restores “beginner’s eyes”

Real-World Examples

• Apple hires external UX testers for every product page
• Shopify merchants run “fresh user” tests monthly
• Copywriters swap drafts to fix clarity issues fast
• Marketers do “cold email reviews” after one week offline