Design should never compromise usability
It’s 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 easy for websites within an industry to look similar because they all use each other as a reference point. This can make it extremely hard for a visitor to tell them apart and remember where they have just been.
Choosing a less generic style of image or a totally different layout makes a big difference.