To utilise this bias, it's helpful to understand why it works.

In short, it helps humans to make quick judgements:

1. It reduces uncertainty

2. It's quicker to interpret

Imagine that you're walking through the serengeti, and you turn to see this:

Your life depends on your ability to process this, and make a snap judgement about what you should do next.

You don't want to waste valuable seconds deciding if it's a lion, a rarer breed of cat or a man in a lion suit. You have a bias towards what you're familiar with (a lion), and so you run.

This bias was necessary for our survival, and our brains have been trained to gravitate towards the familiar.