In today’s digital landscape, user experience (UX) design plays a vital role in how we interact with websites, apps, and online services. A well-designed user interface can ensure seamless navigation, encourage engagement, and foster positive interactions.

However, not all design choices prioritize the user’s best interests. In recent years, there has been growing awareness around a manipulative tactic known as “dark patterns” — design strategies intentionally crafted to deceive users and push them toward actions they may not have intended to take.

Right now we can use Epic Games as an example: According to the FTC, Epic Games employed dark patterns to conceal in-game purchases, allowing children to rack up unauthorized charges without parental consent. 

Dark patterns are inherently unethical, eroding trust between users and companies. While they may offer immediate gains for businesses — such as increased sales or user engagement — these deceptive practices harm long-term brand reputation and violate the principles of ethical design.In this article, we’ll delve into what dark patterns are, how to recognize them, and, most importantly, how to avoid incorporating unethical practices in UX design.

What Are Dark Patterns?

Dark patterns are user interface elements that intentionally trick or manipulate users into taking actions they wouldn’t otherwise take. These could include accidentally signing up for a subscription, sharing more personal information than intended, or making unintended purchases. In the Epic games example, the FTC alleged that in Fortnite a single accidental button press was enough to incur charges players hadn’t agreed to. This could happen when users attempted to wake the game from sleep mode or preview a purchasable item. Dark patterns are typically subtle and designed to exploit cognitive biases or manipulate user behavior, putting the company’s goals above user needs.

The term “dark patterns” was coined in 2010 by UX designer Harry Brignull, who launched a website cataloging examples of these manipulative techniques. Since then, the concept has gained widespread attention as more people become aware of how common these practices are across the web.

Common Types of Dark Patterns

Dark patterns come in various forms, some more blatant than others. Here are some of the most prevalent types:

1. Roach Motel

• What it is: This dark pattern makes it easy for users to enter a situation (like signing up for a subscription) but extremely difficult to get out. For example, users may be able to sign up for a service in a couple of clicks, but canceling the subscription requires navigating through multiple pages, emails, or even customer service calls.
• Example: A streaming service offering a free trial that automatically renews into a paid subscription, but hides the cancellation option deep within the website’s settings, making it difficult to opt out.

2. Sneak into Basket

• What it is: This technique adds extra items to a user’s shopping cart without their explicit consent. For instance, while buying one item, users might find an unrelated product has been added to their cart, often in the form of pre-checked boxes that opt them into purchasing additional goods or services.
• Example: An online travel booking site that automatically adds travel insurance to a flight booking, forcing the user to manually uncheck the box to avoid the additional charge.

3. Hidden Costs

• What it is: Hidden costs occur when users only discover additional charges (like taxes, fees, or shipping) at the very last step of the purchasing process. This is designed to lock users in after they’ve already made a decision to purchase, often leading to frustration or forced compliance.
• Example: An e-commerce website that advertises a discounted price, but surprises users with exorbitant shipping fees only during the final checkout phase.

4. Privacy Zuckering

• What it is: Named after Facebook founder Mark Zuckerberg, this dark pattern refers to tricking users into publicly sharing more personal information than they intended. This often happens through confusing privacy settings or default options that favor less privacy.
• Example: A social media platform that pre-selects sharing settings to make user posts public by default, requiring users to manually adjust the settings to make their content private.

5. Forced Continuity

• What it is: Forced continuity occurs when a user signs up for a free trial but is automatically charged for the full subscription at the end of the trial period, without clear reminders or easy cancellation options.
• Example: A fitness app that offers a 7-day free trial but requires users to input credit card information upfront, automatically charging them if they forget to cancel before the trial ends — often without a reminder.

6. Confirmshaming

• What it is: This involves using guilt or shame to convince users to take a desired action. It often appears as dismissive or manipulative language in pop-ups when users attempt to decline offers, making them feel bad for not accepting.
• Example: A newsletter sign-up prompt that says, “No, I don’t want to receive awesome deals and save money,” instead of simply allowing users to decline.

The Impact of Dark Patterns on Users and Businesses

While dark patterns might result in short-term gains for businesses, such as increased conversions, higher sales, or greater data collection, they are detrimental in the long run. Here’s why:

1. Erosion of Trust

• Trust is the foundation of any successful brand. Once users feel deceived or manipulated by a service, they are unlikely to return. Dark patterns foster a sense of distrust, making users feel that the company prioritizes profit over their well-being.

2. Negative User Experience

• A positive user experience is key to retaining users and building loyalty. When users are misled by hidden fees, hard-to-cancel subscriptions, or privacy invasions, they are more likely to abandon the platform, leave negative reviews, and even warn others about their bad experiences.

3. Legal and Ethical Repercussions

• With increasing scrutiny from regulatory bodies, businesses that engage in dark pattern practices risk facing legal actions. The European Union’s General Data Protection Regulation (GDPR) and other privacy laws are cracking down on manipulative practices, particularly those that involve data collection without informed consent. In the Epic Games Case, The Federal Trade Commission announced Monday that it will send a total of $72 million in refunds to Epic Games customers who were duped into making unwanted purchases while playing the massively popular online video game. The payout is just the first round of refunds following a 2022 settlement in which Epic Games agreed to pay $245 million to Fortnite players who fell victim to its “unlawful billing practices,” according to the FTC.

4. Harm to Brand Reputation

• In an age where consumers have more platforms than ever to share their experiences — whether through social media, forums, or reviews — negative interactions with dark patterns can severely damage a brand’s reputation. Businesses might achieve short-term gains but at the cost of long-term customer loyalty and trust.

How to Identify and Avoid Dark Patterns

As a UX designer or business owner, you have the responsibility to create transparent, ethical, and user-friendly interfaces. Here are ways to avoid falling into the trap of using dark patterns:

1. Prioritize User Needs Over Business Goals

• Ethical design should focus on creating value for users, not just the business. This means ensuring that users can easily find what they’re looking for, understand their choices, and have the freedom to opt out of services without unnecessary complications.

2. Make Processes Transparent

• Transparency builds trust. Avoid using pre-checked boxes, misleading language, or hiding essential information (like extra fees or cancellation options). Be upfront about costs, commitments, and privacy policies, giving users clear choices.

3. Simplify User Flows

• Don’t make tasks more difficult for users than they need to be. Whether it’s signing up for a service or canceling a subscription, users should be able to complete actions in a straightforward manner without unnecessary steps or friction.

4. Use Clear and Honest Language

• When communicating with users, avoid manipulative or guilt-inducing language. Be respectful of users’ decisions by offering simple, neutral language when giving them choices to decline or opt out of a service.

5. Conduct Usability Testing with Diverse Users

• Testing your product with real users is an excellent way to ensure it offers a positive experience. Ensure you test with diverse user groups and pay attention to their feedback about any confusing or misleading elements in your design.

6. Design for Long-Term Relationships

• Rather than focusing on quick wins, aim to build long-term relationships with users. Offer value, clarity, and ease of use to keep them coming back, rather than relying on deceptive tactics to gain immediate advantages.

Ethical Alternatives to Dark Patterns

Here are some ethical design practices that build trust, enhance user experience, and improve brand loyalty:

• Clear Opt-In Processes: Instead of automatically enrolling users in services, let them actively choose to opt in, and provide transparent information about what they are signing up for.
• Easy Cancellation Options: Make it as easy to cancel a subscription as it is to sign up. Offer clear, straightforward options for users who want to leave.
• Honest Pricing: Avoid hidden fees by displaying full pricing information upfront, and break down the costs to ensure transparency.
• Respect for Privacy: Provide users with full control over their privacy settings and clearly explain how their data will be used.

Designing with Integrity

Dark patterns are a shortcut to temporary gains, but at a significant cost to trust, user satisfaction, and brand integrity. As UX designers, it is our responsibility to put users first, crafting experiences that are transparent, ethical, and respectful of their autonomy. By avoiding dark patterns and embracing honest, user-centric design, businesses can build long-lasting relationships that benefit both the company and its users in the long run.