Dark patterns in UX: Understanding and avoiding deceptive interfaces
Dark patterns exploit users’ habits and behaviors, nudging them—sometimes unknowingly—into subscribing to services, sharing personal data, or making unintended purchases.
Why avoid dark patterns in UX?
Using dark patterns can erode user trust in a brand or service. Over time, these practices harm a company’s reputation and reduce customer loyalty. Furthermore, as consumer protection laws and data privacy regulations evolve, employing such techniques may expose businesses to legal penalties.
Common examples of dark patterns
- The “Roach Motel”: Interfaces that make it easy to sign up or subscribe but extremely difficult to unsubscribe or delete an account.
- Hidden Information: Key options or important details are obscured or made less visible to steer users toward a specific action.
- Scarcity Pressure: Countdown timers or “limited stock” notifications push users to make quick decisions, often without sufficient thought.
- Pre-Checked Options: Default-checked boxes commit users to additional services or data sharing without explicit consent.
- Confirmshaming: Guilt-inducing language is used for opt-out options, such as buttons that say, “No, I don’t want this amazing deal.”
How to design ethical interfaces
- Transparency: Provide clear and accessible information about actions and options without hiding crucial details.
- Explicit Consent: Ensure users willingly and knowingly agree to terms without coercion.
- Easy Opt-Out: Allow users to unsubscribe or delete their accounts as easily as they signed up.
- Respect Privacy: Collect only necessary data and clearly inform users about how it will be used.
By adopting a user-first approach and steering clear of dark patterns, UX designers can build trust-based relationships with users, fostering positive and lasting experiences.
Sources
UX Design Institute – What are dark patterns in UX?
Le Monde – « Dark patterns » : « la grande majorité des sites Web » manipulent leurs usagers
