We call these purposefully tricky design practices “deceptive patterns.” You might also hear them called “dark patterns.” Generally, deceptive patterns are used to obtain personal data or trick you into buying stuff you might not want. While not all forms of deceptive patterns are against the law, manipulative design is always unethical. However, you can avoid the traps of deceptive patterns and help others resist their pull.

What are the types of dark patterns?

Deceptive patterns come in many forms, each designed to manipulate user behavior. There are some commonly used-tactics you will see out on the web, though.

Bait-and-switch

This occurs when you intend to do one thing, but a different, usually less desirable, action happens instead. For example, clicking a button to close a pop-up, only for it to start a download instead.

Confirmshaming

This technique guilt-trips users into opting into something by using language that shames them if they decline. An example is a subscription pop-up with options like “Yes, I want to save money” and “No, I prefer to waste money.”

Disguised ads

Disguised ads are advertisements that are made to look like other types of content or navigation, tricking users into clicking on them. These are depressingly common on mobile apps. For example, a pop-up window will appear while using an app or playing a game that appears to give the user a few options, like “Subscribe” or “Shop Here.” However, none of these options are a way to close the ad, and the small close option, often translucent and hard to see, appears after a few seconds.

Roach motel

A roach motel design makes it easy to sign up for a service or subscription, but very difficult to get out. You’re the roach in this instance. For example, subscribing to an email newsletter might be easy, but unsubscribing requires navigating through multiple steps and pages.

Hidden costs

These extra charges are revealed only at the last step of the checkout process. Users might add items to their cart only to find unexpected fees, such as shipping or handling, during checkout. These are also commonly called junk fees.

Forced continuity

This tactic makes it difficult to cancel a subscription that automatically renews. Often, the option to cancel is buried deep within account settings or requires contacting customer service via phone.

What do you have to lose to deceptive patterns?

Designers don’t make choices for no reason. Websites exploit dark patterns because they want something from you. You should care about deceptive design because it leads to:

Lost money: Unexpected charges or subscriptions that are hard to cancel.

Lost privacy: Unwittingly sharing personal information.

Lost control: Difficulty in managing subscriptions or opting out of unwanted services.

Lost time: Valuable time spent navigating purposefully confusing design.

Why are dark patterns used?

Companies use dark patterns to increase revenue, user engagement, and data collection. Their motives are typically financial.

Companies use dark patterns to:

Increase revenue: Companies can make more money by making it hard to cancel subscriptions or adding hidden fees.

Boost engagement: Disguised ads and bait-and-switch tactics can keep users on a site longer.

Collect data: Tricky design can lead people to sharing data they might want to keep private.

What websites and apps use deceptive patterns?

Dark patterns are, unfortunately, widespread. A recent Princeton study that reviewed over 11,000 shopping websites found deceptive patterns appeared on 10% of them. Some well-known companies like LendingClub and Vizio have been accused of employing deceptive patterns.

Online industries likely to use dark patterns

Certain industries are more prone to using dark patterns, including:

E-commerce: Online retailers often use techniques like junk fees and forced continuity.

Social media: Platforms may use privacy-invading tactics to collect more of your data.

Gaming: Free-to-play games frequently use manipulative designs to encourage in-app purchases.

How to spot and resist deceptive patterns

Being aware and informed is the first step in resisting deceptive patterns. Once you know what to look for, you can shed light on the dark patterns used by exploitative websites.

Spotting dark patterns

Be skeptical: Generally, if an offer seems too good to be true, it is.

Read the fine print: Always check the details before making a purchase or checking a box.

Check the source: Verify the credibility of the website or app. Search about a site’s claims to see what others say.

Take it slow: Before downloading or tapping anything, take a second to make sure you are selecting what you what to click.

Resisting dark patterns

Opt out: Whenever possible, opt out of unnecessary data sharing.

Use tools: Utilize browser extensions and apps that block ads, trackers, and cookies.

Report: Report deceptive practices to consumer protection agencies or platforms like the Consumer Financial Protection Bureau.

Tell others about deceptive patterns! As more people know about avoiding deceptive design tricks and how to report unethical websites, dark patterns will become less effective. Don’t do business with companies or apps that use unethical design, even if they offer free services. Together, we can push for more practices that respect our autonomy and trust.