If you’ve ever shopped from digital platforms, tried to cancel a subscription or been bombarded with notifications, you’ve likely experienced dark patterns. In fact, it’s estimated that 83% of Australians have been negatively impacted by dark patterns; with consequences ranging from feeling pressured to purchase, spending more than they wanted to, or sharing more person information than they felt comfortable. The truth is that dark patterns work because they prey on the fact that we are human. With one of the best ways to combat them being knowledge, let’s take a look at what dark patterns, and how you can resist their tactics.
What Are Dark Patterns?
Dark patterns, simply, are UI/UX design decisions that try to manipulate you into doing something you otherwise wouldn’t want to. These deceptive design patterns all share a motive; if something is purposefully designed to try get you to do something you don’t want to, that’s a dark pattern.
Dark patterns can truely be spotted by looking at the ‘why’; how are they trying to make you feel; what are they trying to get you to do?
According to the Queensland Government, common dark patterns include hidden fees, scarcity markers, confirm shaming and forced continuity. The truth is, nobody has a complete list of dark patterns — but there are common aspects of patterns that make them recognisable. So let’s take a look at how you can identify and resist them.
How to Identify & Resist Dark Patterns
Dark patterns are everywhere, and it’s their prevalence that can make them feel normal. The best way to identify a pattern is to recognise how it makes you feel. If you feel stressed, rushed or not in control because of what you’re seeing on your screen, it’s likely you’re experiencing a dark pattern.
Some ways to identify and resist dark patterns are:
- Become familiar with different types of patterns. From common to obscure, the first step to identification is knowledge. There are great resources from the QLD Government, the CPRC, and many others that can help with this.
- Slow down when you’re feeling pressured. If you’re starting to unexpectedly feel pressured by time-limits or limited stock, take a step back and re-evaluate that pressure. There are some cases where it might be real — like getting tickets to a Taylor Swift concert — but most of the time it’s not. By slowing down, reading everything and being sure, you will reduce the number of unintended actions you make
- Do your research. Does a site say something is half price — but only for the next hour? Have a look at other retailers (or historical pricing if available) to see whether the sale is real. There are too many times I’ve seen a heavily discounted price which ended up just being what everybody else normally sells it for.
- Persevere. This tip comes into it’s own with impossible-to-cancel subscriptions. So many platforms try make it exceedingly difficult to cancel subscriptions in the hope you will just keep it. It’s at these times where it’s more important to persevere as it can save you headaches down the road.
- Spend your time and money elsewhere. Both your time and money are precious, so don’t spend them in places that actively try to exploit you. This also has the benefit of letting you directly reward companies who have business practices you respect, and punish those who don’t.
Conclusion
Dark patterns are, frankly, everywhere nowadays, even if you don’t realise it. Unfortunately, there’s no incentive for businesses to not use these practices (apart from their morals of course). The sad truth is that some of the largest companies we interact with daily — that we sometimes feel we can’t live without — are part of the problem and don’t want to solve it.
Until there’s some meaningful work done by regulators to reduce these practices, it’ll likely continue to get worse — and continue to be up to you to combat them. The good news — bodies like the EU and the ACCC are looking into into things, and hopefully will land on a set of reforms that will work to reduce these manipulative practices.
Dark patterns don’t just harm consumers, but can also reduce their desire to interact with your business. If you want design done right, reach out to FONSEKA today! We care about user experience, and will design an interface that benefits both you and your users. Get in touch at https://fonseka.com.au/contact