A Short Field Guide to Dark Patterns
Dark patterns are interface choices that steer people into something they did not intend. Most belong to a handful of recognisable families.
What the term means
A dark pattern is a user interface that has been crafted to trick or pressure users into doing things, such as buying or signing up for something. The term and a catalogue of types are covered in Wikipedia's article on dark patterns.
The families you will meet most often
Obstruction
Joining takes one tap. Leaving takes a phone call, a form and a waiting period. The asymmetry is the pattern.
Sneaking
Something is added that you did not ask for: an item in the basket, an insurance option ticked in advance, a fee revealed on the last screen.
Urgency and scarcity
Countdown timers and "only two left" messages that reset when the page reloads.
Confirmshaming
The decline option is worded to make you feel foolish: "No thanks, I don't like saving money."
Misdirection
The visual design pulls attention to one choice and away from another. This is where Fitts's law is used against the user: the option the business prefers is large and bright, the other is grey text.
Forced continuity
A free trial that turns into a paid subscription with no reminder and no easy exit.
How to check a page
- Is saying no as easy as saying yes?
- Is the full price visible before you commit?
- Are any boxes ticked for you?
- Does the urgency survive a page refresh?
- Can you find how to cancel before you sign up?
A page that passes all five is not necessarily good, but one that fails several is telling you how you will be treated later. The same checks apply to sign-up flows.