Make your product aesthetically pleasing to gain customer trust.

In 1995 researchers Masaaki Kurosu and Kaori Kashimura from the Hitachi Design Center tested 26 variations of an ATM user interface. Asking participants to rate the UIs on the ease of use and aesthetics. They found that users are strongly influenced by the aesthetics of any given interface - even if it isn't actually more effective or efficient. People tend to believe that: things that look better will work better. So invest in aesthetics!