Have you ever tried to unsubscribe from a service but found it confusing? Or added an item to your cart only to see unexpected fees at checkout? These are examples of dark patterns in UX—deceptive design tactics that manipulate users into actions they might not otherwise take. While they may boost short-term profits, dark patterns damage trust and lead to poor user experiences.
UX designers can take advantage of how users habitually interact with websites and apps to subtly manipulate them into performing certain actions rather than suggesting them. This is known as dark patterns.
What Are Dark Patterns?
A dark pattern is a design feature that subtly encourages users to perform a specific action. Just like good UX, most dark patterns are invisible to users. However, unlike good UX, dark patterns benefit the company (rather than the user) by using deception as a tool for conversion.
The term was first coined in 2010 by UK-based UX designer Harry Brignull, who defined dark patterns. Dark patterns also exploit Jacob’s Law, which states that users spend most of their time on other sites, expecting similar interactions. Dark UX intentionally disguises unwanted interactions as familiar ones, leveraging users’ habit of skim-reading rather than carefully analyzing website content.
Common Types of Dark Patterns
Here are some of the most frequently used dark patterns in UX design:
- Obstruction – Making it difficult for users to perform actions that don’t benefit the company, such as canceling a subscription.
- Visual or Wording Tricks – Using misleading language (like double negatives) or manipulating UI elements (like moving the Close button far away).
- Nagging – Repeatedly prompting users for an action they’ve already declined, such as app permission requests.
- Hidden Costs – Adding extra fees (e.g., service fees, shipping costs) only at the final checkout stage.
- Emotionally Manipulative Designs – Using guilt or fear to push users into making a certain decision. Example: “No thanks, I don’t like saving money.”
- Sneaking or Preselection – Automatically adding items to a cart or preselecting additional options without the user’s consent.
Why Dark UX Damages Brand Trust
Dark Patterns Exploit Human Psychology
Users expect familiar interaction patterns and often skim-read. Dark patterns take advantage of this by disguising hidden clauses or opt-ins in places users don’t normally focus on.
Dark Patterns Damage Brand Reputation
Deceptive tactics frustrate users, leading to negative reviews and loss of trust. In today’s digital world, bad experiences spread quickly, affecting future customer acquisition.
Dark Patterns Contradict Good UX Principles
Good UX design prioritizes user needs and enhances experiences. Dark patterns, however, prioritize company benefits by confusing or misleading users.
How to Design Without Deception
Design for Transparency
Make opt-outs, cancellations, and subscription options clear. Use straightforward language to help users make informed decisions and ensure UI elements behave as expected.
Set Ethical Design Standards
Establish clear UX guidelines within your team to prevent deceptive practices and provide ethical alternatives to common dark patterns.
Research and Test
Conduct user research to understand what information and transparency users need. Regularly test the product with real users to refine UX strategies.
Practice Empathy
Recall personal frustrating experiences with dark patterns and avoid replicating them in your designs.
Balance User Needs with Business Goals
Collaborate with stakeholders to align ethical UX design with business objectives, emphasizing trust, loyalty, and long-term user retention.
How to Spot & Avoid Dark Patterns
- Read Carefully – Pay close attention to preselected options and small print to avoid unwanted choices.
- Watch for Manipulative Language – Be cautious of wording that uses guilt or pressure to influence your decisions.
- Double-Check Purchases – Review your cart and final costs before checkout to spot hidden fees or add-ons.
- Report Deceptive Practices – Flag misleading designs to consumer protection agencies to help improve transparency.
How to Build Customer Trust Without Resorting to Dark Patterns
Prioritize Transparency
Clearly display pricing, terms, and policies upfront to establish trust and avoid surprises.
Enhance User Experience
Design intuitive, user-friendly interfaces that make navigation and decision-making effortless.
Offer Genuine Value
Provide meaningful discounts, loyalty programs, or personalized recommendations that benefit users.
Simplify Processes
Ensure that sign-ups, cancellations, and refunds are straightforward, reducing frustration and increasing trust.
Act on Feedback
Regularly collect and implement user feedback to show that customer opinions matter and drive improvements.
Foster Community Engagement
Build a connection with users through active social media interaction, forums, and responsive customer support.
Maintain Ethical Design
Follow UX best practices that prioritize user needs and long-term satisfaction over deceptive tactics.
Conclusion
Dark patterns may offer short-term gains, but they ultimately erode trust, damage brand reputation, and frustrate users. Instead of relying on deceptive tactics, businesses should focus on transparency, ethical design, and user-friendly experiences. By prioritizing clear communication, simplifying processes, offering genuine value, and actively engaging with customers, companies can foster loyalty and long-term success. A user-first approach not only enhances satisfaction but also builds a trustworthy brand that people return to—without the need for manipulation. Ethical UX is the key to sustainable growth and customer retention. For Deep Dive into Ethical UX – Explore case studies, research, and expert insights on ethical UX design at Bombe Design.
For a deeper dive into ethical UX practices and real-world case studies, visit Bombe Design, a platform dedicated to transparent and user-friendly design.
