Designing things for people to use requires much consideration on who the user is. What do they already know about your product? How do they behave with what they have? It may sound simple, but intuitive functionality of your product relies on us knowing what is intuitive and what isn't.
People typically crave structure, and like to follow patterns. They are memorable, visually appealing, and easy to navigate, but they are also hypnotic. The most memorable point in a cleanly patterned system is the points where you break the pattern. It wakes the user up, and makes them actually think about what they're seeing. However, if you break the pattern too often, the pattern is lost and the result is noise.
It's my job as an interaction designer to find the best possible method to convey information to and from the user.