When attackers design malicious documents, one of their challenges is to make the potential victim confident to perform dangerous actions: click on a link, disable a security feature, etc. The best example is probably VBA macros in Microsoft Office documents. Disabled by default, the attacker must make the user confident to enable them by clicking on the “yellow ribbon” on top of the document.
Article Link: https://isc.sans.edu/diary/rss/29810