Similarity measure, also called information measure, is a concept used to distinguish different objects. It has been studied from different contexts by employing mathematical, psychological, and fuzzy approaches. Image steganography is the art of hiding secret data into an image in such a way that it cannot be detected by an intruder. In image steganography, hiding secret data in the plain or non-edge regions of the image is significant due to the high similarity and redundancy of the pixels in their neighborhood. However, the similarity measure of the neighboring pixels, i.e., their proximity in color space, is perceptual rather than mathematical. This paper proposes an interval type 2 fuzzy logic system (IT2 FLS) to determine the similarity between the neighboring pixels by involving an instinctive human perception through a rule-based approach. The pixels of the image having high similarity values, calculated using the proposed IT2 FLS similarity measure, are selected for embedding via the least significant bit (LSB) method. We term the proposed procedure of steganography as IT2 FLS LSB method. Moreover, we have developed two more methods, namely, type 1 fuzzy logic system based least significant bits (T1FLS LSB) and Euclidean distance based similarity measures for least significant bit (SM LSB) steganographic methods. Experimental simulations were conducted for a collection of images and quality index metrics, such as PSNR, UQI, and SSIM are used. All the three steganographic methods are applied on datasets and the quality metrics are calculated. The obtained stego images and results are shown and thoroughly compared to determine the efficacy of the IT2 FLS LSB method. Finally, we have done a comparative analysis of the proposed approach with the existing well-known steganographic methods to show the effectiveness of our proposed steganographic method.