Manohar · UX Designer

Feb 18,2023 · 12min read

what are Dark Patterns?

Dark patterns refer to user interface designs and techniques that manipulate or deceive users into taking actions that they may not have intended to take, but which ultimately benefit the business in question. These patterns are often implemented in ways that are subtle, making them difficult to detect, and may cause negative experiences for the user. The creators of these patterns are often highly skilled at designing them to trick users. \nDark patterns can be viewed as a marketing strategy that is implemented through user experience design. They are often used to persuade users to opt into services or products that ultimately favor the organization or business, even if the user did not initially intend to take that action. The term dark patterns was coined by Harry Brignull, who first noticed these manipulative design techniques.

There are 10 types of most commonly see dark patterns

1. Bait and switch
2. Hidden costs
3. Confrim shaming
4. Disguised ads
5. Roach motel
6. Trick Question
7. Friends spam
8. Sneak into basket
9. Privacy zuckering
10. Forced continuity

Bait and Switch

A tactic used by some businesses to lure customers in with an appealing offer, only to try and convince them to purchase a more expensive product. For example, a retailer may advertise a product at a deeply discounted price, but when the customer arrives to purchase it, they are told it's out of stock and pressured to buy a more expensive item instead.

Hidden Cost

Additional fees that are not clearly disclosed upfront to the customer, making the product or service appear cheaper than it actually is. For example, a hotel may advertise a low nightly rate, but then add on fees for Wi-Fi, parking, and other amenities.

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Confirm shaming

This is the commonly seen pattern, A technique used by some businesses to pressure customers into making a purchase or taking a specific action by shaming or guilting them. For example, a website may use language like "No, I don't want to save money" when a user tries to exit a page without completing a purchase.

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Disguised ads

Ads that are designed to look like regular content or articles, making it difficult for the viewer to distinguish between what is an advertisement and what is not. For example, a sponsored post on social media that looks like a regular post from a friend.

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Roach motel

A sales tactic that makes it easy for customers to sign up for a service, but difficult for them to cancel or unsubscribe. For example, a subscription service that requires customers to call a specific phone number during limited hours to cancel, making it inconvenient and time-consuming.

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Trick Questions

Questions that tricks in deceiving users into taking particular actions they may not otherwise take. Example: "Are you sure you want to cancel?" This question is often used to make users second-guess their decision to cancel a subscription or account, and may be accompanied by language that implies the user will lose access to important features or content if they cancel.

Friends spam

The practice of sending unsolicited messages or invitations to a person's entire social network or contact list, often in the hopes of gaining new customers or followers. Best example I put forward is how linkedin sneak in your contacts list, while you onboarding into the app first time.

Sneak into basket

A tactic used by some online retailers to add additional products to a customer's shopping cart without their knowledge or consent. For example, a website may offer a free trial subscription but automatically sign the customer up for a paid subscription when the trial ends.

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Privacy Zuckering

This name came after Mark Zuckerberg, after Facebook's CEO when facebook shared with advertisers by default. A practice used by some businesses to deceive customers into sharing more personal information than they intended or realized, often by burying privacy settings or making them difficult to access. For example, a social media platform may make it difficult for users to understand or control who can see their personal information

Forced continuity

A business model that requires customers to continue paying for a product or service beyond their initial purchase, often without clearly disclosing this requirement upfront. For example, a company may offer a free trial of a product, but then automatically enroll the customer in a subscription service that requires ongoing payments.

When signing up, for Audible you are asked to provide your credit card information. Not a big problem as it’s a “free trial”. Two months later you look at your credit card statement and see that Audible has deducted a fee each month from your credit card

Why do company use Dark Pattern?

There are few reasons why companies might use dark patterns, for increased sales and revenue, for increase engagement and mainly for gaining competitive advantage over the market. While dark patterns might give a company short-term gains, such gains can cost them users in the long term. It’s always better to practice honest design. When we design products, we should always put our users first. Strive to create transparent and user-focused products, because only they will survive the long-term battle for users.