{"id":7720,"date":"2022-12-26T12:54:01","date_gmt":"2022-12-26T12:54:01","guid":{"rendered":"https:\/\/www.uxdesigninstitute.com\/blog\/?p=7720"},"modified":"2025-03-11T13:00:33","modified_gmt":"2025-03-11T13:00:33","slug":"what-are-dark-patterns-in-ux","status":"publish","type":"post","link":"https:\/\/www.uxdesigninstitute.com\/blog\/what-are-dark-patterns-in-ux\/","title":{"rendered":"What are dark patterns in UX?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When you think of UX design, you think of user-friendly interfaces that have been designed for accessibility and transparency. After all, the whole point of UX is positive user experiences, right?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, not always.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In some cases, UX designers can take advantage of how users habitually interact with websites and apps to subtly manipulate them into performing certain actions. This is known as <\/span><b>dark patterns<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This blog post will lift the lid on dark patterns in UX; from which kinds of dark patterns you should look out for, to why UX designers should avoid using them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what we\u2019ll cover:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-are-dark-patterns\"><span style=\"font-weight: 400;\">What are dark patterns in UX? A definition<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#why-should-ux-designers-avoid-using-dark-patterns\"><span style=\"font-weight: 400;\">Why should UX designers avoid using dark patterns?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#the-12-types-of-dark-patterns\"><span style=\"font-weight: 400;\">The 12 types of dark patterns (with examples)<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#how-to-avoid-dark-patterns\"><span style=\"font-weight: 400;\">How to avoid dark patterns: Best practices for UX designers<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#round-up\"><span style=\"font-weight: 400;\">Round up<\/span><\/a><\/li>\n<\/ol>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_professional-diploma-in-ux-designp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/ux-design?utm_source=blog&utm_medium=blog_panel_pdux&utm_campaign=blog_promo\" style=\"\">\n                    <p>[GET CERTIFIED IN UX]<\/p>\n                    <span>Take our Professional Diploma in UX Design course<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h2 id=\"what-are-dark-patterns\"><strong>What are dark patterns in UX? A definition\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A dark pattern is a design feature that subtly encourages users to perform a specific action. Just like <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/good-ux-vs-bad-ux\/\"><span style=\"font-weight: 400;\">good UX<\/span><\/a><span style=\"font-weight: 400;\">, most dark patterns are invisible to users. But unlike good UX, dark patterns benefit the company (rather than the user) by using deception as a tool for conversion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Often disguised as normal user interface elements or content, dark patterns can deceive users into:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Paying more for a service or product\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Subscribing or opting in to ongoing communications from the company\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sharing their data for company use<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Making ill-informed decisions based on fake or vague information\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Agreeing to unsavoury terms and conditions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">UK\u2013based UX designer Harry Brignull first coined the term in 2010, defining dark patterns as \u201ca user interface that has been carefully crafted to trick users into doing things, such as buying insurance with their purchase or signing up for recurring bills.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pretty scathing definition\u2014but nevertheless, dark patterns remain just as prevalent today. In 2022, the Federal Trade Commission (FTC) released <\/span><a href=\"https:\/\/www.ftc.gov\/news-events\/news\/press-releases\/2022\/09\/ftc-report-shows-rise-sophisticated-dark-patterns-designed-trick-trap-consumers\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a report that highlighted a significant rise in the use of dark patterns<\/span><\/a><span style=\"font-weight: 400;\"> across sectors and products; from e-commerce to children\u2019s apps.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOur report shows how more and more companies are using digital dark patterns to trick people into buying products and giving away their personal information,\u201d said Samuel Levine, Director of the FTC\u2019s Bureau of Consumer Protection.\u00a0<\/span><\/p>\n<h2 id=\"why-should-ux-designers-avoid-using-dark-patterns\"><strong>Why should UX designers avoid using dark patterns?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Dark patterns are widely considered to be unethical, and some States in the US have even passed legislation to make them illegal. Other companies have normalised them so much that they\u2019ve absorbed dark patterns into their design conventions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So are dark patterns really that harmful? And what\u2019s the case for avoiding them?\u00a0<\/span><\/p>\n<h3><strong>Dark patterns exploit human psychology\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Users tend to interact with websites and apps in the same way\u2014and have come to expect some elements to be in certain places; like a menu bar at the top of the page, or a \u2018next page\u2019 button at the bottom right. This means that when a user lands on a website, they\u2019ll scan the content rather than reading everything carefully\u2014and proceed based on the visual cues they associate with certain actions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dark patterns will take advantage of the way that users intuitively use websites and apps by disguising hidden clauses or opt-ins in places that users wouldn\u2019t usually pay that much attention to. Users might then blame themselves for being fooled, thinking \u201chow did I not spot that!\u201d\u00a0<\/span><\/p>\n<h3><strong>Dark patterns can damage a brand\u2019s reputation<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">No one likes to be deceived\u2014especially not by a company who they assumed had their best interests in mind. It\u2019s also important to note that not all dark patterns are invisible to users: Some are more obvious than others, and can result in frustrating user experiences, which, in turn, can lead to negative feedback\u2014and a complete breakdown of trust.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These days, most consumers rely heavily on the reviews and experiences of other users to help them decide whether a brand is worth their time. News about dishonest or deceptive practices can spread like wildfire\u2014and you\u2019ll run the risk of losing future customers, as well as existing ones.\u00a0<\/span><\/p>\n<h3><strong>Dark patterns go against the principles of good UX<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Arguably the most compelling reason to steer clear of dark patterns is that they\u2019re fundamentally counter-intuitive to good UX design. UX design focuses on understanding user needs, and advocating for those needs at every stage of the product design process to ensure the user has a positive, friction-free experience. After all, a positive experience means the user will actually want to visit your website or app again.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, dark patterns lead to interactions that benefit the company, not the user. Dark patterns seek to confuse and deceive users, rather than provide clarity and accessibility.\u00a0<\/span><\/p>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_professional-certificate-in-ui-designp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/ui-design?utm_source=blog&amp;utm_medium=blog_panel_text&amp;utm_campaign=blog_promo\" style=\"\">\n                    <p>[GET CERTIFIED IN UI DESIGN]<\/p>\n                    <span>Take our Professional Certificate in UI Design course<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h2 id=\"the-12-types-of-dark-patterns\"><strong>The 12 types of dark patterns (with examples)<\/strong><\/h2>\n<h3><strong>Hidden costs<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A common practice in e-commerce, hidden costs involves tacking additional fees (i.e., service fees, shipping costs, VAT) onto your order to make the end price significantly higher than originally advertised.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7722\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.29.11.png\" alt=\"hidden costs\" width=\"310\" height=\"312\" title=\"\" srcset=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.29.11.png 502w, https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.29.11-150x150.png 150w\" sizes=\"auto, (max-width: 310px) 100vw, 310px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.fyresite.com\/dark-patterns-a-new-scientific-look-at-ux-deception\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Fyresite<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Bait and switch<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">With the bait and switch, companies will \u2018bait\u2019 users into clicking on buttons they think will lead them to certain pages or initiate a specific action\u2014only for something unexpected to happen instead. This dark pattern famously landed Microsoft in hot water when Windows customers tried to close a pop-up asking them to upgrade the software\u2014but discovered that the \u2018close\u2019 button triggered an immediate software update.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7723\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.30.07.png\" alt=\"deceptive design\" width=\"349\" height=\"228\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.deceptive.design\/types\/bait-and-switch\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Deceptive Design<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Forced continuity\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Forced continuity takes place when a company tricks you into entering your payment details to sign up for a \u2018free trial,\u2019 only to start billing you as soon as that free trial ends (with no warning). Amazon&#8217;s subscription model is a classic example: Users will click \u2018subscribe and save\u2019 for a cheaper price, unaware that Amazon will automatically re-order the item without asking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.evidentid.com\/resources\/dark-ux-patterns-what-are-they\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Evident ID<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7724\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.32.32.png\" alt=\"forced continuity\" width=\"403\" height=\"246\" title=\"\"><\/p>\n<h3><strong>Roach motel\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Have you ever felt like subscribing to a service was the easiest thing in the world, but every time you go to cancel your subscription, it feels impossible? This is known as roach motel: When companies make signing up intentionally straightforward (i.e., a two-step process) but add unnecessary steps to cancelling your account\u2014or bury the \u2018unsubscribe\u2019 button in a small, unsuspecting corner of the site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, companies are banking on users getting so frustrated that they eventually give up and keep the subscription!<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7725\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.34.51.png\" alt=\"roach motel\" width=\"408\" height=\"250\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.itispivotal.com\/post\/dark-patterns\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Pivotal IT<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Misdirection\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Misdirection distracts the users from the task at hand by encouraging them to focus on something different. In this example, this aviation company is distracting the user from selecting their own seats (or opting out of the selection altogether) with a bright banner that lets you know that they\u2019ve pre-selected the seats on your behalf, with an added cost.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7726\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.37.05.png\" alt=\"misdirection\" width=\"448\" height=\"327\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.deceptive.design\/types\/misdirection\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Deceptive Design]<\/span><\/a><\/p>\n<h3><strong>Confirm-shaming\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Confirm-shaming uses clever wording to shame users for opting out or declining a service\u2014and aims to guilt trip them into changing their minds. For example, the opt-out button on a newsletter pop-up might read \u201cno thanks, I don\u2019t want amazing deals in my inbox\u201d rather than a simple \u201cno thanks.\u201d When worded like this, the alternative sounds much more desirable\u2014leading users to think, \u201cHmm, maybe I do want deals in my inbox!\u201d\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7727\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.38.29.png\" alt=\"confirm sharing\" width=\"321\" height=\"307\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.uxbooth.com\/articles\/ux-dark-patterns-manipulinks-and-confirmshaming\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">UX Booth<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Sneak into basket\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">As the name suggests, this dark pattern sees companies sneak undesired items into users\u2019 baskets somewhere along their purchasing journey. This is usually due to a hard-to-spot checkbox or drop-down that users must select to opt out of an additional cost.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7728\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.39.37.png\" alt=\"sneak into basket\" width=\"422\" height=\"405\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.pngkit.com\/view\/u2e6u2e6e6w7i1y3_ryanair-png-sneak-into-basket-dark-pattern\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">PNGKit<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Friend spam\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Friend spam is when a platform asks for your social media login details under the guise of helping you connect with people you know. Instead, they spam your contacts with messages that appear as if they\u2019ve come from you, but have actually come from the system.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7729\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.40.41.png\" alt=\"friend spam\" width=\"368\" height=\"190\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/bootcamp.uxdesign.cc\/the-ethics-of-ux-dark-patterns-f6216f192add?source=post_page-----dfa5c37075d9----0----------------------------\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">UX Collective<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Disguised ads<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This is one of the most common dark patterns used on free sites. When you visit a page, ads may be disguised as something else, like an article or news item, or placed in a way that makes them hard to distinguish from the real content\u2014like a \u2018download\u2019 button on a free font website. You usually won\u2019t realise it\u2019s an ad until you click on it, and suddenly get spammed with pop-ups or taken to an unrelated product page.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7730\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.41.29.png\" alt=\"disguised ads\" width=\"425\" height=\"226\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/davidmartinsonnyc.medium.com\/ux-dark-design-patterns-disguised-ads-d8674fa17ddb\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Medium<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Trick questions\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Trick questions often show up on forms, and involve a subtle language that tricks users into answering a question wrong\u2014or agreeing to something they didn\u2019t intend to. Below is a prime example: Users would usually check a box to opt in, but due to a subtle change in language that most users would miss, they instead have to check the box to opt out.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7731\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.42.40.png\" alt=\"trick questions\" width=\"350\" height=\"239\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.deceptive.design\/types\/trick-questions\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Deceptive Design<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>FOMO<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">FOMO, or \u2018fear of missing out,\u2019 is used to pressure users into quick purchases by including information about how many people have bought\u2014or are intending to buy\u2014the item within a specific time frame (i.e., in the last day or hour). This gives users the impression that the item is in high demand, leading them to think they have to act fast or they might miss out.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7732\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.44.03.png\" alt=\"fomo\" width=\"480\" height=\"274\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/uxdesign.cc\/10-evil-types-of-dark-ux-patterns-f5a408c43c62\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Medium<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h3><strong>Price comparison prevention<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Comparing the prices of similar items is a common step in any user purchasing journey. Some websites automatically show similar products for an easy price comparison, but others will intentionally hide or obscure pricing information to dissuade users from choosing the cheaper alternative.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7733\" src=\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-26-at-12.45.28.png\" alt=\"price comparison prevention\" width=\"876\" height=\"372\" title=\"\"><\/p>\n<p><span style=\"font-weight: 400;\">[Via <\/span><a href=\"https:\/\/www.shopify.com\/partners\/blog\/dark-patterns\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Shopify<\/span><\/a><span style=\"font-weight: 400;\">]<\/span><\/p>\n<h2 id=\"how-to-avoid-dark-patterns\"><strong>How to avoid dark patterns: Best practices for UX designers<\/strong><\/h2>\n<h3><strong>Design for transparency<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The best way to build trust and loyalty with your customers is to design for transparency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This includes:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Making the option to opt out, unsubscribe, or cancel as clear as possible<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using neutral, straightforward language that helps users make informed decisions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Making sure each page or element appears as expected<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Designers can influence how users interact with the digital product, from the colours of the buttons to the order of information on the page. But it\u2019s their responsibility to use that skill to benefit the <\/span><i><span style=\"font-weight: 400;\">user<\/span><\/i><span style=\"font-weight: 400;\">, not the company. That means making the most essential bits of information as clear as possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more information users have, the more empowered and confident they\u2019ll feel to give the company their money.\u00a0<\/span><\/p>\n<h3><strong>Set ethical design standards<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Dark patterns can often be so subtle\u2014and seemingly innocent\u2014that they slip through the cracks, even if a design team theoretically doesn\u2019t agree with them. A good way to avoid dark patterns is to emphasise ethical design in the company\u2019s design system: i.e., the practices, policies, and rules that guide the product development process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to \u200b\u200bstrict guidelines against the use of dark patterns, the design system could include ethical alternatives for common design patterns. With an easy reference point for viable, product-specific alternatives to dark patterns, ethical design practices will quickly become the new company standard.\u00a0<\/span><\/p>\n<h3><strong>Research and test<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">One of the best ways to avoid dark patterns\u2014and find suitable alternatives\u2014is to conduct extensive <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/what-is-user-research\/\"><span style=\"font-weight: 400;\">user research<\/span><\/a><span style=\"font-weight: 400;\"> to determine users&#8217; needs, pain points, and expectations. These insights will highlight what information and context users need at each stage of the journey, and how to emphasise them throughout the design.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once the website or app is up and running, it\u2019s also worth testing the product with real users so you can continue optimising the product with user needs in mind.\u00a0<\/span><\/p>\n<p><b>Read next: <\/b><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/why-ux-testing-is-so-important\/\"><span style=\"font-weight: 400;\">How to conduct UX testing<\/span><\/a><\/p>\n<h3><strong>Practice empathy\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">A critical pillar of UX is being able to put yourself in the users&#8217; shoes. If you\u2019ve bought anything online, chances are you\u2019ve fallen victim to a few hundred dark patterns\u2014some you were aware of, and some which went over your head.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think back to a time when you felt frustrated about not being able to find an \u2018unsubscribe\u2019 button, or the heartbreak you felt in response to an item you wanted suddenly being out of your budget thanks to unexpected additional costs. Keep that feeling in mind whenever you might be tempted to slip a dark pattern into a checkout page or form. If you don&#8217;t like being deceived, your customers won\u2019t either!<\/span><\/p>\n<h3><strong>Balance user needs with business goals<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">In some cases, it\u2019s sales and advertising executives\u2014not designers\u2014who push the use of dark patterns. Sales and advertising executives are primarily concerned with making the business more money, whereas UX designers will prioritise user needs above all else. These conflicting priorities can sometimes lead to a clash.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make sure you\u2019re designing a product that benefits everyone, it\u2019s worth collaborating with key stakeholders throughout the business to re-frame the benefits of good UX design (i.e., Better user engagement, more trust, competitive advantage) so that they correlate with business goals (i.e., Increased profits, better reviews, more brand advocacy).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We expand on this topic in our guide to <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/business-needs-and-user-needs\/\"><span style=\"font-weight: 400;\">balancing business needs and user needs in a product<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2 id=\"round-up\"><strong>Round up<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Unfortunately, dark patterns are commonplace in today\u2019s digital landscape. Some companies would argue that they\u2019re relatively harmless. But using dark patterns can have severe long-term effects on the overall user experience of a website or app, like losing customers or a damaged reputation, that overshadow any short term benefits\u2014like increased conversion or higher sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bottom line is that dark patterns contradict <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/ux-design-principles\/\"><span style=\"font-weight: 400;\">the fundamental principles of UX design<\/span><\/a><span style=\"font-weight: 400;\">. Good UX is driven by empathy, transparency, and user-centricity. Stick to these principles, and the trust you build with your users will only grow!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn about UX design, check out these blog posts:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/ux-design-for-beginners\/\"><span style=\"font-weight: 400;\">UX design for beginners: How to learn UX and get started in the field<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/ux-design-process\/\"><span style=\"font-weight: 400;\">What is the UX design process? A step-by-step guide<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/the-value-of-ux-design\/\"><span style=\"font-weight: 400;\">The value of UX design<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Dark patterns in UX are a design feature that subtly encourages users to perform a specific action. But unlike good UX, dark patterns benefit the company.<\/p>\n","protected":false},"author":34,"featured_media":7721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[278,279],"tags":[339,335],"class_list":["post-7720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-ux-explained","tag-dark-patterns","tag-ux-design"],"_links":{"self":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7720","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/comments?post=7720"}],"version-history":[{"count":5,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7720\/revisions"}],"predecessor-version":[{"id":9366,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/7720\/revisions\/9366"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media\/7721"}],"wp:attachment":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media?parent=7720"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/categories?post=7720"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/tags?post=7720"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}