The Rise of Dark Patterns in UX Design: What They Are and Why You Should Avoid Them

Writer: Reyhan Adinata Kurniawan

In the competitive world of digital products, companies are constantly seeking ways to optimize user engagement and increase conversions. However, not all methods used in UX design are ethical. One increasingly common yet controversial practice is the use of dark patterns. These are deceptive design techniques that trick users into taking actions they didn’t intend, such as signing up for unwanted services or making unintended purchases. While dark patterns may result in short-term gains for companies, they can harm the long-term relationship with users and damage brand trust.

In this article, we’ll explore what dark patterns are, why they’re harmful, and how you can prioritize ethical design to create positive and transparent user experiences.

What Are Dark Patterns?

Dark patterns are manipulative design practices used in digital interfaces that intentionally deceive or mislead users into making choices they might not otherwise make. These patterns exploit cognitive biases, pushing users toward actions that benefit the company but may be against the user’s best interests.

Dark patterns are often subtle, making them difficult for users to recognize at first glance. However, they can lead to frustration, mistrust, and a sense of betrayal once users realize they’ve been tricked.

Types of Dark Patterns in UX Design

1. Bait and Switch

In a bait-and-switch dark pattern, users think they are performing one action, but the outcome is completely different. For example, clicking on a button that seems like it will close a pop-up but instead triggers an action like signing up for a newsletter.

Example:

Clicking a button that looks like it will take you to a specific page, but it signs you up for a service instead.

2. Confirmshaming

Confirmshaming occurs when a design uses shame or guilt to manipulate users into making a certain decision. This is often seen in subscription prompts, where declining an offer is worded in a way that makes the user feel guilty or foolish.

Example:

A pop-up asking if you want to sign up for a newsletter with an option that says, “No, I hate saving money.”

3. Sneak into Basket

This dark pattern involves adding additional products or services to a user’s shopping cart without their explicit consent. The extra item is usually subtly placed in the checkout process, and the user may not notice it until they are about to complete the purchase.

Example:

A website automatically adds a warranty or subscription to your cart without asking for permission.

4. Roach Motel

A roach motel design makes it easy for users to get into a particular situation, such as signing up for a subscription or service, but very difficult to get out of it. For example, canceling a subscription might involve navigating through multiple pages, filling out forms, or contacting customer service directly.

Example:

Signing up for a free trial is simple, but canceling it requires jumping through multiple hoops.

5. Forced Continuity

Forced continuity occurs when a user signs up for a free trial or service and is automatically charged once the trial period ends, without receiving any reminder. Users may find themselves billed without realizing that their trial has expired.

Example:

A subscription service that charges you after the trial period without giving you a chance to opt-out beforehand.

6. Hidden Costs

Hidden costs are fees or charges that are not disclosed until the very last step of the purchasing process. This is often seen in e-commerce, where additional shipping or service fees are only revealed at checkout, making the final cost much higher than expected.

Example:

Adding an item to your cart, only to discover exorbitant shipping fees right before payment.

7. Trick Questions

Trick questions are confusing or misleading prompts that are designed to trip users up. The goal is to make users inadvertently agree to something they didn’t intend to, such as opting into marketing emails or subscriptions.

Example:

A form that asks a double-negative question like “Uncheck this box if you do not want to receive promotional emails.”

Why Dark Patterns Are Harmful

1. Erodes User Trust

Trust is the foundation of any relationship between a brand and its users. Dark patterns violate that trust by manipulating users into actions they don’t want to take. Once users realize they’ve been tricked, they are likely to feel frustrated and deceived, which can lead to a damaged reputation and loss of long-term customers.

2. Increases User Frustration

Dark patterns make the user experience confusing and frustrating. When users feel tricked or coerced, they may become annoyed and less likely to return to the product or service. A frustrating user experience increases bounce rates and diminishes user satisfaction.

3. Harms Brand Loyalty

Users who feel betrayed by deceptive practices are unlikely to remain loyal to a brand. While dark patterns may result in short-term gains, such as higher conversions or sales, they ultimately undermine brand loyalty and can lead to negative reviews, complaints, and even boycotts.

4. Legal and Ethical Consequences

Dark patterns can also lead to legal consequences. Several countries are implementing stricter regulations around online consumer protection, making it illegal to use deceptive practices in digital interfaces. Companies that engage in these practices risk facing fines, lawsuits, and regulatory action.

5. Increases Churn Rates

Users who encounter dark patterns may cancel subscriptions, request refunds, or abandon the product altogether. This leads to higher churn rates, as users leave the service out of frustration. The cost of acquiring new customers is higher than retaining existing ones, so this turnover is detrimental in the long run.

How to Avoid Dark Patterns: Designing for Transparency and Trust

1. Be Transparent with Users

Transparency is key to building trust with your users. Ensure that all actions, subscriptions, fees, and services are clearly communicated upfront. If users are signing up for a service with recurring charges, provide clear instructions on how they can cancel before the billing period begins.

Example:

Clearly outline the terms of a free trial, including the duration and how users can cancel before being charged.

2. Provide Easy Opt-Out Options

If users need to opt out of a service, subscription, or communication, make the process straightforward and easy. Avoid hiding the unsubscribe or cancel buttons in hard-to-find places or requiring unnecessary steps to complete the action.

Example:

Include a simple “Unsubscribe” button in newsletters and provide a single-step cancellation process for subscriptions.

3. Use Clear and Honest Language

When designing your interface, avoid using manipulative language that guilt-trips or confuses users. Your microcopy should be honest, straightforward, and free from any shaming tactics. Users should feel empowered to make informed decisions based on clear information.

Example:

Replace guilt-inducing microcopy like “No, I don’t like saving money” with neutral language like “No, thanks.”

4. Make Costs Visible Early

Don’t surprise users with hidden fees or charges at the last moment. Be upfront about costs, including shipping fees, taxes, and any additional charges, as early in the purchasing process as possible.

Example:

Display shipping fees or additional costs on the product page, not just during checkout.

5. Simplify Cancellations and Returns

If users want to cancel a subscription or return a product, make it easy for them to do so. Avoid creating a complex or lengthy process that discourages cancellations. A streamlined cancellation process shows respect for your users and reduces frustration.

Example:

Allow users to cancel a subscription with one or two clicks, and provide confirmation that their request has been processed.

6. Test for Ethical Design

Regularly test your design for ethical concerns. Conduct user research to understand how users interact with your product and whether they feel coerced or manipulated. Ethical design practices should be a core part of your UX strategy, ensuring that your product serves the best interests of the user.

Example:

Conduct usability tests that include scenarios where users opt out of services to ensure the process is simple and clear.

7. Foster a User-Centric Culture

Build a company culture that prioritizes the user experience over short-term gains. When your team is aligned on the importance of ethical design, it’s easier to create products that respect and empower users. Encourage designers, developers, and stakeholders to focus on long-term user satisfaction.

Example:

Regularly review user feedback and iterate on your designs to improve transparency and usability.

Conclusion

Dark patterns may seem like an easy way to boost conversions or increase user engagement in the short term, but they come at a significant cost. Deceptive design practices erode trust, damage brand reputation, and lead to frustrated users who may never return. As a UX designer, it’s essential to prioritize ethical design that is transparent, user-friendly, and respectful of users’ needs. By avoiding dark patterns and focusing on creating a positive, honest user experience, you can build lasting relationships with your users and foster loyalty that benefits your brand in the long run.