Which difficulty level do you select for new games?

[Jpcc86]

"Normal" for franchises im new to.
"Hard" for franchises im familiar with, even if im new to the specific game.

I do not have - and never have - enjoyed "easy" difficulties. An important part of the medium for me its the challenge and easy games are not challenging enough. I can enjoy a great story no matter the difficulty, I cant enjoy the overall game if its just a breeze.