Dark Pattern

A dark pattern is a term coined by Harry Brignull describing a user interface feature designed to trick users into doing something more beneficial to the company over the user. For example, a company may intentionally make it difficult to cancel an account or service so that the user gives up in frustration and leaves it active.

Dark pattern examples

The following list is different examples of dark pattern tactics that may be used by a company.

Intentionally bury or hide features from users that don't benefit the company (e.g., smaller font or lighter font).

Difficult or impossible to close or cancel an account or service.

Require you to call or e-mail a human before allowing you to cancel.

Automatically opting users into a newsletter or other company preference that befits the company over the customer.

Falsely making a product or service seem limited or scarce to create a sense of urgency.

Intentionally changing the standard format or layout to deceive the user.

Automatically selecting products or services to be added to a shopping cart.

Creating questionnaires or quizzes to help collect user data.

Selling products or services in packages or bundles to make it difficult to compare prices.

Adding additional charges at the final step of the order process.

Confirm shaming, which makes the user click a button or link such as "No thanks, I don't like saving money."

Advertising made to look like a part of the website or an action on the website.

Deceiving users into sharing their contacts or sending friend invites through e-mail or over social media.

Silently renewing or starting a monthly credit card charge without notifying the user.

Force visitors to create an account before allowing them to view anything.

Abuse of notifications.

Tip

Visit @darkpatterns on Twitter for a list of examples from users who have caught companies employing dark patterns.

How to avoid dark patterns

Be patient and take the time to read everything slowly and carefully. Most users fall into dark patterns because they're in

a hurry and don't take the time to read or give up too easily. However, even with this advice, it's still possible to fall victim to dark patterns because that's why they're designed. If you feel deceived by a company, we recommend using another company's services as an alternative.

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