How unmasking the password input field impacts consumer trust

Removing masking from password input fields breaks one of the webs longest standing security traditions. Users are accustomed to websites hiding their password characters with a string of bullets, so how do they react when the bullets are gone?

Whilst the usability benefits are obvious and with well respected UX professionals such as Jared Spool and Luke Wroblewski campaigning for plain text passwords, what’s the potential impact on your business? Do customers appreciate the usability benefits? Or does it freak them out? Do customers think there is a security problem or your site has been hacked?

This poster explores a qualitative study into customer reactions and how it impacts their trust of an online retailer.