What does it really take for people to trust the information that is being communicated to them?
Babs Crane is a consumer psychologist and design consultant who specializes in bringing human understanding to communication, design, and technology. Drawing on psychology and behavioral science, Babs helps organizations understand not just what people do but why they do it. She’s passionate about projects that help people live healthier, happier lives.
In this episode of Expertly Said, Kristen and Babs explore the role of psychology in messaging and decision-making—and why trust sits at the center of it all.
People want to trust, and they want to feel trusted, but it has to be earned. Brands can earn trust by helping people understand what they’re being told, showing clear evidence of effort behind the message, and avoiding anything that makes audiences feel misled or deceived. These considerations are especially important in highly regulated industries where people need to make high-stakes decisions based on complex information.
Babs highlights how generative AI adds a layer of complexity. While businesses can use AI to produce large volumes of highly polished content, doing so could compromise trust. Research shows that once people learn something was AI-generated, their perceptions of its value drop. Ultimately, trust strengthens when audiences can sense the effort, care, and warmth behind a message—signals that are closely associated with the human touch.
Expertly Said is a podcast on the art and impact of communication. Each episode features a conversation about how people connect with understand and influence one another.
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