Design should not compromise usability
It’s very easy to get carried away with cool design and forget what it’s like for your users and why they are there.
You will never see what your visitors see
Over familiarity means that as a site owner you can never see what your visitors see. What is obvious to you may be unfathomable to them.
It’s very easy for websites within an industry to look very similar because they all use each other as a reference point. This can make it very hard for a visitor to tell them apart and remember where they have just been.
Choosing less generic images or a totally different layout makes a big difference.