Dark Patterns

Figure 1. Dark Patterns take advantage of human heuristics to manipulate behaviours.

A dark pattern is a manipulative tactic that takes advantage of inherent vulnerabilities in human psychology, such as cognitive biases, to achieve a specific objective.

Since the proliferation of the internet, dark patterns have been seamlessly integrated into various online elements like marketing strategies, gaming interfaces, and user experiences. They are meticulously designed to nudge users into specific actions, such as coerced purchases or unwittingly subscribing to recurring bills. The list of dark patterns is extensive however, the most common modern examples 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.
• 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).
• Framing Effects - by framing a product as “90% fat-free” rather than “10% fat” can lead to more favorable perceptions and choices.
• Roach Motel or 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.
• Privacy Zuckering - by tricking users into publicly sharing more information than they intended to, marketeers take advantage of optimism bias.

Online Examples

Here is a great breakdown of the most common examples, below is a short list of the most notorious.

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.

Human Impact

Dark Patterns are a form of coercion as they take advantage of inherent weaknesses in human perceptual and processing systems. Whilst it may be your intention to reduce how many subscriptions you pay, or how much stuff you buy, by being constantly bombarded with "buy now" messages and then reeled in by dark patterns its not a level playing ground. Instead of being a consumer making and informed choice you are actively being manipulated by a profit maximising machine.