What is a dark pattern in UX design?
A dark pattern is a user interface designed to trick or manipulate users into taking actions they did not intend or would not choose if they fully understood what was happening. The term was coined by UX designer Harry Brignull, who catalogued common dark patterns to make them more recognizable. Dark patterns exploit users' cognitive biases, trust, and limited attention to achieve business outcomes, typically financial ones, at users' expense.
What are common types of dark patterns?
Roach motel: signing up is easy but cancellation is deliberately difficult. Confirmshaming: opt-out buttons phrased as self-deprecating statements such as "No thanks, I prefer to pay full price." Hidden costs: prices displayed without fees until the final checkout step. Disguised ads: advertising designed to look like content. Trick questions: confusing double-negative opt-out language in subscription checkboxes. Sneak into basket: items added to a cart without explicit user action. Each of these exploits specific cognitive tendencies to benefit the company at the user's expense.
What are the consequences of dark patterns?
Users who feel manipulated share their experiences, creating reputational damage that far exceeds any conversion benefit. Regulators in the EU, US, and many other jurisdictions have increasingly treated dark patterns as consumer protection violations. The EU's Digital Services Act and FTC guidelines explicitly address deceptive design practices. Major fines have been levied against companies using dark patterns, including a 150 million euro fine against Google and Facebook for deceptive cookie consent interfaces.