Dark patterns are user interface (UI) designs that are intentionally deceptive or manipulative to trick users into making unintended choices, or choices that the creator wants you to make. They are often used by websites and apps to get users to sign up for services, make purchases, or share personal information.
Some examples of dark patterns include:
- Trick questions: This is where a website or app asks you a question in a way that makes it difficult to give the correct answer. For example, a website might ask you to agree to a term of service that includes a hidden clause.
- Misdirection: This is where a website or app uses confusing or misleading language to trick you into making a certain choice. For example, a website might use the word “free” to describe a product or service, even though there are actually hidden costs associated with it.
- Disguised ads: This is where ads are disguised as content or features. For example, a website might have a “featured article” that is actually an ad for a product or service.
- Bait and switch: This is where a website or app offers a product or service at a low price, but then makes it difficult or impossible to actually purchase it. For example, a website might offer a free trial of a service, but then make it difficult to cancel the subscription after the trial period ends.
- Forced continuity: This is where a website or app makes it difficult or impossible to cancel a subscription or service. For example, a website might require you to call customer service to cancel a subscription, or they might make the cancellation process very complicated.
- Hidden costs: This is where the true cost of a product or service is not disclosed until after you’ve made a purchase. For example, a website might charge a hidden fee for shipping or handling, or they might have a high cancellation fee.
- Roach motel: This is where a website or app makes it difficult or impossible to leave. For example, a website might make it difficult to find the “logout” button, or they might keep redirecting you back to the same page.
- Confirmshaming: This is where a website or app tries to guilt you into making a certain choice. For example, a website might ask you to confirm that you really want to cancel your subscription, and they might make it seem like you’re being a bad person if you do.
Dark patterns are often difficult to spot, but there are a few things you can do to protect yourself:
- Be aware of the psychology of dark patterns: Dark patterns are designed to exploit our cognitive biases, so it’s helpful to be aware of these biases so you can spot them when they’re being used.
- Take your time: Don’t rush through any online interactions. Take your time to read the terms and conditions, and make sure you understand what you’re agreeing to.
- Be skeptical of defaults: Defaults are often used in dark patterns to trick users into making certain choices. For example, a website might default to “opt-in” for marketing emails, even though most users would prefer to “opt-out.”
Now that you’re aware of dark patterns, you can watch for them while on websites where you’re asked to click a link or make a decision.
Learn more… View more examples of dark patterns on web pages here