Dark Patterns

A dark pattern is a manipulative technique that exploits inherent cognitive biases in human psychology to achieve a specific goal. These dark patterns can be as simple as an optical illusion and magic tricks or as complex as a psychological marketing scheme. With the advent of near ubiquitous internet these deceptive patterns have become extremely common in the digital realm.

Since the proliferation of ecommerce, dark patterns have been seamlessly integrated into various online elements like marketing strategies, gaming interfaces, and user experiences. They are meticulously designed to persuade users into unintended actions, such as coerced purchases of exorbitant insurance alongside a product or unwittingly subscribing to recurring bills. The list of dark patterns is extensive however, the most common that are seen in everyday marketing include:

• The Decoy Effect - by offering three options instead of one, the anchoring effect can be taken advantage of to get the user to buy a higher priced item than they would normally.
• Roach Motel - the online equivalent of the Gruen transfer works by making it easy for users to get into a situation (like a subscription) but difficult for them to get out of it.
• Bait and Switch - by offering a product or deal and then substituting it with a less favorable one marketeers take advantage of the anchoring effect.
• Fear of Missing Out (FOMO) - by creating a false sense of urgency or scarcity to pressure users into making quick decisions. This takes advantage of the loss aversion bias.
• Social Proof Notifications - by displaying notifications implying that others have taken a certain action, even if they haven't takes advantage of the bandwagon effect (aka Groupthink or conformity bias).
• Privacy Zuckering - by tricking users into publicly sharing more information than they intended to, marketeers take advantage of optimism bias.

Online Examples

1. Facebook:
   • Facebook has been criticized for its privacy practices and the complexity of its privacy settings, making it challenging for users to control the visibility of their personal information.
2. Amazon:
   • Amazon has faced scrutiny for its use of dark patterns in the design of its checkout process. For example, the default setting for one-click purchasing might catch users off guard, leading to unintended purchases.
3. LinkedIn:
   • LinkedIn has been accused of using misleading design patterns to encourage users to connect with their email contacts without clearly informing them that LinkedIn would be sending connection requests on their behalf.
4. Booking.com:
   • Booking.com has been known to use various dark patterns to create a sense of urgency and encourage quick bookings. This includes showing a limited number of rooms left, even if there are many more available.
5. Ryanair:
   • Ryanair, a budget airline, has faced criticism for its website design, where the booking process can be confusing, and additional fees may be added during the checkout process.
6. Snapchat:
   • Snapchat has faced backlash for its Snapstreaks feature, which encourages users to maintain a daily snap exchange with friends. This can create a sense of social obligation and addiction among users.