Index
- What are dark patterns
- How dark patterns work
- Dark pattern types
- Why are dark patterns used?
- How to defend against dark patterns
- Conclusion
Have you ever entered a website and come across a cookie banner with pre-selected options in a way that does not conform to your preferences? Or have you been asked to perform a certain action, such as filling in a form in order to refuse the collection of personal data?
In all these cases, you have encountered dark patterns, i.e. 'designs that force the user to take an action that is not in their best interest.' (NNG). But what exactly are dark patterns, how do they work, and what can we do to recognise and defend against them? Let us find out together.
What are dark patterns
The term ‘dark pattern’ was coined in 2010 by Harry Brignulll, a UX designer who created the site darkpatterns.org (now deceptive.design) to expose deceptively designed user interfaces.
Under this expression, Brignull describes design choices intentionally structured to deceive users by exploiting vulnerabilities in the human decision-making process. These approaches exploit principles from neuroscience and behavioural psychology, inducing people to perform actions they do not really want to. Websites and apps use dark patterns to maximise revenue, collect personal data or lock users into processes that are difficult to undo.
Common dark patterns techniques can:
Under this expression, Brignull describes design choices intentionally structured to deceive users by exploiting vulnerabilities in the human decision-making process. These approaches exploit principles from neuroscience and behavioural psychology, inducing people to perform actions they do not really want to. Websites and apps use dark patterns to maximise revenue, collect personal data or lock users into processes that are difficult to undo.
Common dark patterns techniques can:
- put pressure by creating urgency or anxiety to make quick decisions.
- force actions by making it difficult to choose options other than those desired by the supplier.
- hinder by intentionally complicating processes such as cancelling a subscription.
- deceive by presenting ambiguous or partial information.
- mislead by strategically concealing important details.
How dark patterns work
As we have just seen, dark patterns are designs that do not present information in a neutral way or make it difficult to find. The interface design of a website or application is often so intuitive because it is based on the findings of behavioural psychology and can therefore appeal to instinctive reactions: if you frequently visit websites, for example, you will have learnt to recognise text with a coloured background as a button and know that this triggers an action. However, it is precisely these learned behavioural patterns that dark patterns use to trigger desired actions that you may not even want to take. Currently, this is particularly evident in the design of cookie banners that require acceptance of all cookies.
Other dark patterns hide key information so well that it cannot be found when it is needed. This often happens with online purchases, for instance when the structure of the page suggests that a one-off payment is required. However, somewhere else that is not visible is the information that you will automatically subscribe if you do not cancel within a certain period.
Some techniques, on the other hand, specifically use the way we perceive and react as individuals. As early as the 1950s, cognitive researchers and behavioural economists discovered that when we are overwhelmed by too much information, we prefer not to make any decisions. This means that if the choice of cookie settings is very wide, it is human and predictable that we prefer not to make any decisions and live with the default settings.
Other dark patterns hide key information so well that it cannot be found when it is needed. This often happens with online purchases, for instance when the structure of the page suggests that a one-off payment is required. However, somewhere else that is not visible is the information that you will automatically subscribe if you do not cancel within a certain period.
Some techniques, on the other hand, specifically use the way we perceive and react as individuals. As early as the 1950s, cognitive researchers and behavioural economists discovered that when we are overwhelmed by too much information, we prefer not to make any decisions. This means that if the choice of cookie settings is very wide, it is human and predictable that we prefer not to make any decisions and live with the default settings.
Dark pattern types
There are numerous examples of dark patterns. They are by no means only found on dubious sites whose operators pursue a fraudulent intent. The following forms of dark patterns are particularly common:
- Hidden ads: these are advertising banners integrated into a website or designed in such a way that the user has difficulty recognising them as advertising.
- Unsubscribing: while signing a contract or subscription is often a piece of cake, unsubscribing takes a long time and is intentionally designed to be complicated.
- Confirmshaming: is an English term composed of the words ‘confirm’ and ‘shame’. Confirmshaming is used to make users feel guilty. In order to reject an offer, they have to click on buttons containing phrases like this or similar: ‘No, I already know everything and I don't want to receive new information on the subject’.
- Fake urgency: fake time limits or countdowns are used to push users to take an action, e.g. to accept an offer or order a product.
- Hidden costs: users are persuaded to make a purchase thanks to an advantageous bait offer. Hidden costs, often in the form of commissions, are only mentioned at the end of the purchasing process.
- Dark patterns in social media: dark patterns in social networks usually aim to collect and store various information about users. Sometimes users are not clearly informed about the extent, duration and purpose of the storage of their personal data. Changing data protection settings is deliberately complicated.
Why are dark patterns used?
Dark patterns serve the commercial objective of providers. Using manipulation tactics, they typically profit by obtaining more personal data from the user or by imposing a contract they did not want to enter into under such conditions.
In the following situations, providers obtain your personal data through dark patterns:
In the following situations, providers obtain your personal data through dark patterns:
- You subscribe to a newsletter through confirmshaming.
- You accept a data transfer because the text of the checkboxes was intentionally unclear.
Providers derive a direct financial benefit from the following dark patterns:
- The user unintentionally concludes a contract or subscription because the consent was not clearly worded.
- The subscription is prolonged because you failed to cancel it in time due to hidden or misleading options and processes.
- You purchase a more expensive or additional product because different prices are suddenly indicated in the shopping cart or other products are added.
How to defend against dark patterns
What dark pattern is illegal, which is a grey area and whether it is still legally justifiable under current jurisprudence is a question that can only be decided on a case-by-case basis.
Moreover, dark patterns as a widespread phenomenon are relatively new. Whether existing laws are sufficient to protect users is a question that courts, politicians and interest groups such as consumer organisations are currently debating.
The Digital Services Act (DSA) prohibits operators of online platforms from using dark patterns. Users must not be deceived, manipulated or prevented from making free decisions through website design. In the future, it will be clear which specific practices will be classified as prohibited manipulations under the DSA.
However, from a legal point of view, dark patterns are not always easy to understand and operate in a grey area. Therefore, a number of precautions must be taken to avoid dark patterns:
Moreover, dark patterns as a widespread phenomenon are relatively new. Whether existing laws are sufficient to protect users is a question that courts, politicians and interest groups such as consumer organisations are currently debating.
The Digital Services Act (DSA) prohibits operators of online platforms from using dark patterns. Users must not be deceived, manipulated or prevented from making free decisions through website design. In the future, it will be clear which specific practices will be classified as prohibited manipulations under the DSA.
However, from a legal point of view, dark patterns are not always easy to understand and operate in a grey area. Therefore, a number of precautions must be taken to avoid dark patterns:
- Do not click too quickly on buttons: carefully examine the options available for each pop-up.
- Check the checkboxes: pay close attention to the wording of the text in the forms.
- Check your basket: look again at all the products in your basket before finalising your order.
- Do not rush your purchasing decision: even if there are apparently only a few items left or if many users seem to be looking at the same item, do not be hasty in making a purchase.
- Do not feel guilty.
Conclusion
Dark patterns are a growing challenge for anyone using the internet, but with a little awareness we can recognise and defend against them. It is crucial that companies, designers and legislators work together to create ethical and transparent digital experiences where users can make truly informed choices.
If you are designing an app or website and want to ensure that your user experience is ethical, transparent and focused on the real needs of users, DevInterface can help. With extensive experience in UX/UI design, we work to create intuitive and respectful interfaces, helping companies build trusting relationships with their users.
Contact us to discuss your next project!
If you are designing an app or website and want to ensure that your user experience is ethical, transparent and focused on the real needs of users, DevInterface can help. With extensive experience in UX/UI design, we work to create intuitive and respectful interfaces, helping companies build trusting relationships with their users.
Contact us to discuss your next project!
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