In a new series of articles exploring the psychology of persuasion online, I will be investigating some of the design techniques that can be employed to persuade a user’s decisions online, including - social validation and scarcity
This first article in the series explores the most extreme form of user persuasion; dark patterns. I use the term persuasion very loosely in this context; deception would be more appropriate. This is not intended to be a how to guide to deceiving users, the purpose is to create awareness about these controversial design patterns and how you can avoid falling into these traps.
What Are Dark Patterns?
A dark pattern is a user interface design technique used specifically to trick and deceive users, they are commonly found on eCommerce websites – popular examples include hidden charges on airline websites and items being discreetly placed in your shopping cart on shopping stores.
The basic principle is to make it easy for the user to accept something unwanted, and then very difficult to undo it. Within other technology circles, such as SEO and hacking, the terms black hat and white hat are used to describe people who perform tasks for malicious and non-malicious purposes respectively.
Within the field of UI design, this metaphor can also be applied; the white hat designers are those creating honest interfaces with the intention of providing the most optimal experience for the user, while black hat designers are those applying dark patterns. A grey area also exists between persuasion and deception as many techniques can be used to encourage users, such as recommendations and social validation, but don’t necessarily trick the user into a specific action – I’ll be covering these topics in more detail in separate articles.
Why Use Dark Patterns?
Deception is common human behaviour, people regularly trick or lie to each other – sometimes for entertainment, but most often for personal gain.