I am in middle of reading "Thinking Fast and Slow" by Daniel Kahneman, and he is discussing cognitive ease and cognitive strain.
Long story short, if you want to earn trust and familiarity, make sure it can be processed with cognitive ease (i.e. easy to read and understand with a clean UX)...
However, if your product, or blogpost, or whatnot requires consideration and thought to appreciate it... making it harder to process will force cognitive strain and activate the part of the brain that is more rational and less impulsive.
Just worth remembering that there are lots of great generalized advice out there...but some situations are different and require breaking the rules.
