Tricks on web pages, applications, popups, and forms that “fool” you into performing online activities.
These so-called dark patterns degrade the user experience and annoy website users; they should be avoided. (That tiny “advantage” you receive from someone else clicking the wrong item is also not beneficial for you.)
Here’s an explanation of what dark patterns are so you’re aware of these design concerns and can avoid them on your websites.
What exactly is a Dark Pattern?
While dark patterns may be seen in designs all over the internet, there isn’t much space devoted to discussing them. When you use the internet, you don’t read every word on every page; instead, you scan through and make assumptions. If a business wants to mislead you into doing anything, they may use this by having a page appear to say one thing while it says another.
Using a design strategy that purposefully misleads consumers into doing something they don’t want to do raises serious ethical concerns. This technique will artificially inflate your stats by including clicks or hits that users did not want to make.
Dark Pattern Varieties
Intentional misdirection: The design actively directs users’ attention to one item to divert their attention from something else. Typically, this takes the form of providing unwanted information to a website. However, the most prevalent type of deception is in the form of a perplexing design, in which a common “no” button flips to confirm, or the design appears to have just one “correct” response.
Hidden Advertisements: When an ad seems to be content or navigation in order to get visitors to click on it.
Forced Continuity: Read the fine print; ongoing costs follow many free trials. To prevent this negative trend, don’t charge for anything free.
Growth Through Spam: Connecting an email address or social media account to a website – to locate a buddy to play a game, for example – and then bombarding them all with information is a clear sign of a dark pattern.
Considerations for Ethical Behavior
Knowing whether or not to use a design technique raises a slew of ethical concerns.
Do you want your website or business to be recognized for this? Or would you rather be upfront and build user loyalty with a reliable design?
The answer may appear simple, but many large corporations have utilized (and continue to employ) dark patterns.
Consider websites you frequently visit: How often has the button you intended to click been challenging to find?
Before implementing a dark pattern, consider the following:
Is the method required to persuade users to do the desired action? (If so, it’s most likely a dark pattern.)
Are you duping consumers into doing something they would never do? (If so, it’s most likely a dark pattern.)
When it comes to the design, will it frustrate or enrage users? (If so, it’s most likely a dark pattern.)
Would you want folks to know what’s going on behind the scenes of your analytics or reporting? (If not, it’s most likely a dark pattern.)
User-Friendly Alternatives
There is no reason why a design must include black patterns, and there is always a better user-friendly and ethical option.
By designing elements using standard usability guidelines, you may avoid misleading.
Don’t change an element’s design in the middle of the user journey,
Don’t conceal advertisements or links.
Forget about the fine print. Be open and honest about expenses and terms.
Always use upfront pricing. Don’t provide discounts or promo codes if you don’t want or expect consumers to have them.
Conclusion
While dark patterns may be found everywhere – we’re sure you’ll notice more of them after reading this post – don’t fall into the habit of using them. There is no long-term advantage to your design in doing so.
To create a loyal and valued user or customer base, design with trust in mind and avoid tricking consumers into doing anything they don’t want to do.
To learn more or if you have any questions regarding marketing, web design and development, contact Windy City Web Designs today.