In the digital world, user experience (UX) is essential to establishing a relationship of trust with visitors. Yet some design techniques, known as dark patterns, use subtle strategies to push users to make decisions they wouldn’t have made spontaneously. While they can sometimes deliver quick results, these tactics often damage a company’s reputation in the long term.
In this article, we explore what dark patterns are, give concrete examples and explain why it’s crucial to avoid them to maintain a relationship of trust with your users.
Table of content
What is the Dark Patterns?
The term dark patterns refers to intentionally deceptive design techniques that manipulate users into performing actions against their will. These techniques are often invisible at first glance, as they are hidden in navigation options, payment pages or subscription forms.
Dark patterns can include hidden fees, complicated options to cancel or guilt-inducing messages urging users to accept an offer. While these methods may temporarily boost conversion rates, they end up frustrating users, damaging brand reputation and reducing loyalty.
The main types of Dark Patterns
Here are the most common types of dark patterns, with concrete examples to illustrate how they work:
1. Hidden costs
Hidden costs are added at the final stages of a purchase, often just before payment, surprising the user with extra charges such as processing fees, shipping costs, or even additional service options.
Example: On some travel booking sites, the price seems attractive at first, but at the final payment stage, insurance or service fees are automatically added. The user is faced with a much higher amount than expected.
Why this is problematic: These last-minute additions create a sense of betrayal in the user, who may feel manipulated. This can lead the customer to abandon their shopping cart or, worse still, never return to the site.
2. Shame confirmation
The principle of shame confirmation is based on guilt-inducing messages that urge the user to accept an offer to avoid feeling bad. For example, if the user wishes to decline an offer, the button for declining the offer could display a sentence like “No, I’d rather miss this once-in-a-lifetime opportunity”.
Example: You’ve probably already seen a pop-up window offering you a discount with two options: “Yes, I want to save money” or “No, I don’t like saving money”. This wording seeks to influence the user by making them feel guilty.
Here’s a more visual example of design using the “Confirmation of Shame” principle: if the user doesn’t want to subscribe, he/she should click on “NO THANKS, I PREFER TO PAY THE FULL PRICE”.
Why it’s problematic: This technique manipulates users by exploiting their need for validation. In the long term, this feeling of pressure harms the company’s image, which risks being perceived as aggressive and intrusive.
3. Cockroach traps
A roach trap is a situation where it’s very easy to sign up or subscribe to a service, but extremely difficult to unsubscribe. Users may be faced with multiple steps, complex forms or confirmation pages to cancel their subscription.
Example: Some subscriptions to streaming services or software require a phone call to cancel, despite simplified online registration. Others require contact with customer support, making the cancellation process deliberately complicated.
Why this is problematic: This type of dark pattern erodes trust and annoys users, who feel trapped in a service. Once released from these subscriptions, they are unlikely to return or recommend the service.
4. Hidden ads
Hidden ads take the form of content or features, so that the user clicks without realizing that he or she is interacting with an ad.
Example: Some sites use images or buttons that look like features or parts of the main content, but redirect to advertising pages or sponsored products.
Why it’s problematic: This dark pattern reduces transparency and the user’s sense of control, as they may find themselves redirected to unwanted pages. This undermines the site’s credibility and can lead to a loss of trust.
5. Manipulating emotions through urgency or scarcity
Creating a sense of scarcity or urgency is a very common, and sometimes legitimate, marketing technique. But some sites misuse it, displaying messages like “Only 1 room left!” or “Offer valid for 10 minutes!” when the offer remains active for a long time afterwards.
Example: On some e-commerce sites, you might see a message indicating that the product is almost sold out or that the sale is ending soon, even though the offer is still valid hours later.
Why this is problematic: By exaggerating urgency, sites manipulate users into believing they need to make an immediate decision, which can lead to impulse buying and regret.
6. Obstacle to price comparisons
Some sites complicate price comparisons by presenting options in an ambiguous way, or by concealing certain information. This makes it difficult for the user to compare offers and make an informed decision.
Example: When taking out a subscription, some companies do not clearly display the prices of the various options. The customer sometimes has to click several times or search through drop-down menus to find all the rates.
Why this is problematic: Preventing users from comparing prices limits their ability to make a rational choice. This practice creates confusion and can lead to frustration.
7. Hidden changes in settings
Sometimes, additional options, such as adding to a newsletter, are automatically selected without the user’s knowledge. This can happen during registration or when completing an order.
Example: When subscribing to a service, a box for “Receive promotional offers” is automatically ticked, and the user unintentionally subscribes to newsletters.
The Ryan Air example is particularly revealing: to refuse insurance, the user is obliged to select “don’t insure me” in the country drop-down list, where he is normally supposed to indicate his country of origin.
Why it’s problematic: Forcing users to disable default options is a subtle manipulation that can irritate them, especially if they only discover the unwanted subscription after the fact.
Why Dark Patterns should be avoided
Dark patterns may deliver quick results in terms of clicks or conversions, but they pose a number of problems for businesses:
- Loss of User Confidence: Modern users are increasingly sensitive to deceptive practices. Once they discover manipulation, they lose trust in the brand and are unlikely to return.
- Bad reputation: Negative reviews spread rapidly online. Dark patterns can generate unfavorable comments and reviews that damage a company’s reputation.
- Legal consequences: In some regions, such as the European Union, dark pattern practices can lead to legal sanctions. Transparency and consumer protection laws are on the increase, aimed at protecting users.
- Impact on SEO and Ranking: Google takes user experience into account for SEO. High bounce rates or prematurely closed pages can signal poor UX and harm your site’s ranking.
- Compromised customer loyalty: If users feel they’ve been cheated, they’re less likely to return and become loyal customers, reducing the long-term value of the customer relationship.
How to replace Dark Patterns with Best Practices
- Transparency: Be clear about fees, options and subscriptions. Transparency builds user trust.
- Optimal User Experience: Simplify options, such as subscription cancellations, and design an intuitive and pleasant navigation process.
- Use Psychology Ethically: Create a sense of urgency or scarcity, but do it honestly. Don’t force users to make hasty decisions.
- Offer Customer Support: Make sure users can get answers easily. Effective customer service improves satisfaction and reduces frustration.
Conclusion
Dark patterns may seem effective for achieving quick results, but the risks far outweigh the long-term benefits. Opting for transparent, user-centered design practices is the best approach to building trust with your audience, retaining customers and strengthening your company’s reputation.
By avoiding dark patterns, you create an honest and respectful digital environment that attracts users ethically and generates sustainable growth.
