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The Illusion of Choice: The Truth Behind Dark Patterns

Have you ever felt like you were tricked or manipulated while using a website or app? You might have fallen victim to a dark pattern. Dark patterns are design tactics used by companies to manipulate users into taking certain actions or making certain decisions that they did not intend to do.

The use of dark patterns raises ethical concerns, as companies may use these tactics to deceive users or violate their privacy. Moreover, dark patterns can have legal implications, particularly when they violate regulations such as the General Data Protection Regulation (GDPR).

Psychological factors play a significant role in the success of dark patterns. Dark patterns exploit cognitive biases and heuristics to influence user behavior in subtle ways. By understanding these psychological principles, companies can create designs that manipulate users into taking certain actions.

Dark patterns can be found in a variety of industries, from e-commerce and marketing to social media and healthcare. Some Kinds of Dark patterns are:

  1. Sneak into Basket: This is a dark pattern commonly used by e-commerce websites. When a user adds a product to their basket or cart, the website will automatically add additional products without the user’s consent. For example, a website might add a warranty or subscription to a user’s basket without clearly disclosing the additional cost.
  2. Roach Motel: This dark pattern is commonly used by subscription services. When a user signs up for a subscription, it is easy to do so, but canceling the subscription is difficult or even impossible. The user may be required to call a customer service number during specific hours or jump through other hoops to cancel.
  3. Confirm-shaming: This is a dark pattern that manipulates users into taking a specific action by making them feel guilty or ashamed for choosing an alternative option. For example, a website might present a pop-up with the options “Yes, I want to save money” or “No, I don’t want to save money,” but the “No” option is presented with a message like “No, I don’t care about saving money.”
  4. Misdirection: This is a dark pattern that intentionally directs a user’s attention away from important information. For example, a website might present a pop-up or banner that says “Click here to accept cookies,” but the button to decline cookies is hidden or presented in a less visible location.
  5. Hidden Costs: When a specific price is displayed for a product or a service, and the price shockingly increases (taxes and delivery fees) once the user moves ahead with the checkout.
  6. Forced Continuity: When you have to start your free trial by adding your card details, or you need to enter your email to continue using a website or an app. Choosing to skip these self-interest gimmicks is not an option in forced continuity.
  7. Disguised Ads: A disguised ad is a dark pattern where an advertisement banner on the website or the app looks similar to useful content that the user is looking for and falsely clicks on to realize later that they have been spammed. Forty percent of users click on an ad because it seems interesting, while a whopping 34 percent click on an ad by mistake, often tricked into clicking them.
  8. Triggering Fear: In these types of dark design patterns, a user is suggested not to opt out of a subscription or a feature selection as it can lead to negative consequences. For instance, Facebook relies on “intrusive default settings” and “misleading wordings.” One dark pattern UX example of how Facebook uses dark patterns UX is that it warns users not to disable the “facial recognition” feature as it can lead to another user impersonating them.
  9. Social Proof: When you influence user actions and behavior by telling them a success story of other similar users (paid or in-house members) who acted along the same lines. Brands are often seen promoting such content on websites and social media to garner more visitors and increase purchases.
  10. Triggering FOMO (Fear of Missing Out): This is more prevalent on eCommerce websites where a user is told “Only a few left” to trigger a purchase action. This is done by almost every e-commerce business today to increase order volumes.

 It’s going to be a mainstay on the internet for a long time to come, especially as so much money is involved. Thus, it is important to be aware of these dark patterns and to recognize when you are being manipulated. By understanding how dark patterns work, you can make more informed decisions and protect your privacy and rights as a user. Protecting yourself from dark patterns can be a difficult task, as these deceptive design techniques can be very convincing and difficult to spot. However, here are some tips that can help you protect yourself:

  • Be wary of urgent or time-limited offers or messages that create a sense of urgency or scarcity. Take the time to think about your decision and consider whether it is the right choice for you.
  • Read terms and conditions carefully, particularly when signing up for a subscription or agreeing to data collection. Make sure you understand what information you are providing and how it will be used.
  • Be skeptical of designs that make it difficult to decline or opt out of a certain action. Look for clear and easy-to-find options for declining or opting out.
  • Look for hidden costs or fees that were not disclosed upfront. Make sure you are aware of all costs associated with a product or service before making a purchase.
  • Be mindful of designs that create a false sense of security or trust. Do your research and make sure you are dealing with a reputable company before providing personal information or making a purchase.

 

In conclusion, dark patterns are deceptive design techniques that exploit human psychology to manipulate users into taking certain actions or providing personal information. They are prevalent across the web and can be used for a variety of purposes, including increasing sales, boosting engagement, and collecting user data.

While it may be difficult to completely avoid dark patterns, there are steps that users can take to protect themselves. By being aware of common dark patterns and staying vigilant online, users can help prevent themselves from falling victim to these deceptive practices.

Ultimately, it is up to designers, developers, and businesses to ensure that they are using ethical design practices and not relying on dark patterns to achieve their goals. By prioritizing user experience and transparency, businesses can build trust with their customers and create a more positive online environment for everyone.

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