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In the dimly lit corners of the digital realm, a clandestine dance unfolds between user and the web, where innocence is exploited and trust becomes a mere illusion. Hidden within seemingly innocent designs, a web of deceit silently influences our online experiences, shaping our behaviour without our knowledge. In this blog, we delve deep into the world of dark patterns, unravelling their subtle mechanisms and advocating for a digital landscape where transparency and user empowerment prevail over deceit and manipulation.
UX specialist, Harry Brignull coined the phrase ‘dark patterns’ to describe coercive and manipulative techniques used by websites and apps to influence users into making choices which they otherwise would not have made, or which are not - or might not be - in their best interests.
Companies sometimes use manipulative tactics, known as dark patterns, to achieve various business goals. These goals may include increasing conversion rates, maximizing profits, or retaining users. Although these strategies can provide short-term benefits, they can ultimately harm the user experience, erode trust, and damage the company's reputation.
Mathur et al (2019) discovered 1,818 text-based dark pattern instances from 53,000 product pages and Geronimo et al (2020) analysed 240 popular mobile apps and found that 95% of them contained seven different forms of dark patterns on average.
Despite the potential negative consequences, companies may still resort to these tactics for the following reasons:
Maximizing Profits: Dark patterns can lead to increased sales or conversions, directly contributing to higher profits.
User Engagement and Retention: By making it difficult for users to opt-out or unsubscribe, companies can increase user engagement and retention, which is important for their business models.
Competitive Pressure: The fear of losing out to competitors may drive companies to adopt these patterns, especially if their rivals are using them effectively.
Lack of Regulations: In some jurisdictions, there may be a lack of strict regulations governing the use of dark patterns, making it easier for companies to employ them without legal consequences.
While these dark patterns can provide short-term benefits, they often result in customer dissatisfaction, loss of trust, and potential legal issues. Consequently, an increasing number of companies recognize the importance of creating ethical user experiences and are striving to avoid the use of dark patterns in their designs.
Types of Dark Patterns
There are different tactics often employed in marketing or sales to influence consumer behavior. An average user has most probably unknowingly fallen prey to at least on the tactics used to lure consumers into doing something they might not want to do. Here's a breakdown of each of the tactic:
Confirmshaming: Using manipulative language or design to shame or guilt users into subscribing to newsletters or accepting cookies, for example.
Disguised ads: Advertising that is presented in a way that makes it difficult for the consumer to distinguish it from non-commercial content, often blurring the lines between advertisement and organic content.
Fake scarcity: Creating a false sense of urgency or scarcity to encourage customers to make a purchase, often by suggesting limited availability or a time-sensitive deal.
Fake social proof: Falsely representing social validation through fabricated reviews, testimonials, or endorsements to create the illusion of a popular or reputable product or service. Fake reviews is now a business where new sellers on a e-commerce platform try to gain popularity using fake reviews. Some even go as far as providing discount coupons in exchange for a 5-star review.
Fake urgency: Creating a false sense of immediate necessity or time pressure to prompt quick decision-making or purchases, often by highlighting limited-time offers or exclusive deals. e-Commerce giants like Flipkart & Amazon frequently resort to this tactic to force consumers to buy a limited time or “lightning deal”. There is a simple way to circumvent this: Use a price tracking site like PriceHistory to view the price movement of the products.
Forced action: Requiring users to perform an action or make a decision without providing a clear alternative, often leading to unintended consequences or undesired commitments.
Hard to cancel: Making the cancellation process for subscriptions or services intentionally complex or tedious, leading to difficulties for consumers to opt out or unsubscribe. I have fallen to this tactic while cancelling my Amazon Audible subscription. The signup process is usually frictionless. Within two clicks, you can opt in to the subscription but all hell break loose when you try to exit. Amazon will make you go through nearly 6 pages before you can finally unsubscribe. Unaware customers are made to believe that they have unsubscribed on the first page but then they are shocked to find they have been charged in the next month.
Hidden costs: Concealing additional fees or charges associated with a product or service, leading to unexpected expenses for the consumer beyond the initially advertised price.
Hidden subscription: Automatically enrolling customers into subscription services without their explicit consent or making it challenging for them to opt-out or be aware of the recurring charges.
Nagging: Persistently reminding or prompting users to take certain actions, often in a repetitive or intrusive manner, to encourage compliance or engagement. An example of nagging is when a website continuously displays pop-up notifications or messages asking the user to sign up for a newsletter or make a purchase.
Obstruction: Introducing barriers or obstacles that impede the consumer's ability to make informed decisions or take specific actions, often to manipulate their choices in favour of the seller's interests. An example of obstruction is when a website intentionally makes it difficult for users to find the "unsubscribe" button or cancel a subscription, often burying it deep within the settings or requiring multiple steps to complete the process.
Preselection: Automatically selecting certain options or features for consumers, assuming their preferences or choices, and requiring them to actively opt out if they want an alternative. An example of preselection is when a website automatically adds additional items to a user's shopping cart without their explicit consent, assuming that they want those items unless they actively remove them.
Sneaking: Implementing deceptive or surreptitious practices to introduce products, services, or features without explicit user consent or knowledge, often exploiting legal or design loopholes. An example of this would be Lenskart which adds the Gold subscription to your card when you check out.
Trick wording: Using misleading or ambiguous language in advertisements, contracts, or promotional materials to deceive or confuse consumers about the actual terms, conditions, or benefits of a product or service.
Visual Interference: An example of visual interference is when a website uses bright, flashy banners or pop-up ads to divert the user's attention away from important information or actions on the page. These visually distracting elements can make it difficult for users to focus on the content they are trying to read or the tasks they want to accomplish, ultimately manipulating their perception and potentially leading them to unintended actions or decisions.
Understanding these tactics can help consumers make informed decisions and recognize when they might be influenced by such methods.
How to recognise and avoid dark patterns?
One of the crucial aspects in protecting oneself from dark patterns is maintaining a strong sense of awareness. By being mindful of certain warning signs, users can confidently navigate through online platforms with greater effectiveness. One unmistakable indicator is the presence of urgency, where interfaces exert pressure on users in an attempt to rush their decisions. Another clear sign is the use of misleading language or confusing options that are designed to manipulate users in unintended directions.
Additionally, it is important to be cautious of hidden costs and complex cancellation policies, as they often reveal the true intentions of certain platforms. Empowerment is derived from knowledge, and understanding how to outsmart dark patterns serves as a formidable defence. Carefully reading all content, particularly during sign-ups or purchases, enables users to identify any deceptive tactics embedded within the interface. Thoroughly examining the fine print for hidden costs and diligently reviewing cancellation policies can effectively prevent unexpected surprises in the future. Seeking advice from reviews and feedback provided by other users can also offer valuable insights, serving as a collective defence mechanism against potential deceptive practices.
The Path to a Brighter Web: Promoting Ethical User Experiences
While the presence of dark patterns highlights the negative aspects of the online world, it also reinforces the importance of ethical user experiences. As consumers, we can make a difference by supporting companies that prioritize transparency and integrity, thereby promoting a shift towards a more user-friendly digital environment. By actively advocating for clear communication, accessible unsubscribe options, and fair business practices, we can collectively discourage the use of manipulative design tactics and foster a more trustworthy online ecosystem.
The government authorities have now started recognising the far reaching implications of dark patterns on the consumers and have started cracking down on the same. In India, the Department of Consumer Affairs (DCA) has announced a new initiative to crack down on the use of dark patterns in online platforms. The DCA said that dark patterns violate the principles of fair and transparent consumer protection, and that it will investigate and take action against any platform that employs them. The DCA also urged consumers to report any instances of dark patterns they encounter on the internet.
In our journey through the ever-expanding digital realm, being able to identify and avoid dark patterns is important to protect ourselves from potential deception. Companies invest significant resources in testing and experimenting with tactics that influence the behaviour of their valuable consumers, which includes you. For them, dark patterns are not bugs but features. By staying vigilant, well-informed, and advocating for ethical user experiences, we can contribute to a more transparent, trustworthy, and empowering online world. It is through our collective awareness and conscious decision-making that we can continuously uncover the hidden aspects of the web and embrace a brighter digital future.
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