People love familiar things. It brings them comfort and a sense of safety. But they can get boring pretty quickly. ## Real world examples ### Daily life This explains why people want to go to a vacation but usually want to be back home by the end of the week. ### Music composition ### Product design MAYA (Most Advanced Yet Acceptable) by Raymond Loewy ### Fashion Fashion is a cycle because people want new stuff (novelty), but nothing too new that they can't recognize or accept. ### Baby names You don't want to name your baby the same names used by grandmas and grandpas, but if it's very far away, like your great-great-grandparents' name, then it's cool again. We don't want to invent names because we want familiar names, but we don't want "stale" names.