If you think of a fruit, what comes to mind? An apple, an orange, a banana? Only 1 in 20 times will this fail. These common images are examples of prototypicality, a mental framework where our brains categorise something as ‘good,’ or ‘bad.’ 

Imagine it as a circle with the example of “apple” at the centre, representing a “good” fit for the category of fruit. Moving outward, secondary examples, like a pomegranate, are recognised as fruit but not as quickly. Even further from the centre are peripheral examples, such as a tomato or cucumber, which are technically fruits but don’t immediately come to mind in the same way.[DL2] 

This system is part of our Idealised Cognitive Model (ICM) – a place where we organise and navigate our knowledge and understanding of the world.  ICMs are shaped by our social and cultural experiences. It is through our personal history and collective experience that we can label, organise, and recall information effectively. 

To categorise something, our brains rely on five key aspects: proximity (how close it is to a central good example), similarity (how much it resembles typical features), continuation (how it fits into a broader pattern), functionality (how we use it), and closure (whether it has enough features to be “complete” in the category). 

Closure is the ‘The End’ of our ICMs; if we aren’t sure, we either can or can’t make it fit, and we move on. Let’s look at a coconut. Whilst you know it’s a fruit – it’s natural, grows on trees, and has a seed inside – you don’t notice that it is a peripheral example; your brain has ‘closed the gap.’ Despite the hard shell, and the lack of sweetness, it still has enough criteria to be a fruit. 

To understand categories more precisely, think of them as a hierarchy of levels. For example, “dog” is a general category that most people can picture — this is called a basic-level category. When we get more specific and name a type of dog, like “poodle,” we’re diving into a subordinate category. The broadest category here would be “animal,” which is called a superordinate category.

Each level helps us see different shades of meaning. “Dog” tells us something general, while “poodle” adds detail. This layering of categories, from broad to specific, helps us better understand and communicate complex ideas.

These layers also have practical applications in communication styles. Sarcasm often shows up as over specificity: if someone asks about the weather, a sarcastic response might list exact precipitation levels. Yet, being evasive or dismissive is under specificity; if asked about your dog’s breed, replying that it’s “a dog with four legs” can seem standoffish. Recognising these patterns help us respond with prototypically “good” answers, allowing us to spot assumptions, and improve communication styles in casual and problem-solving contexts.

Understanding prototypicality opens up powerful insights for communication and creativity. When we recognise how our brains categorise, we can spot patterns — and then break them. By identifying the usual, we unlock ways to twist the expected, crafting fresh perspectives that spark attention and inspire new ideas.

Next time we will dive into Scripts and Schemata — the mental framework of memory structures and context, and how to subvert expectations by deviating away from them.