The dark influence of Dark Patterns on our digital experiences


In the digital world, interfaces specifically created to trap users are called Dark Patterns – which we can translate as “dark interfaces” in French.

Their designers make them with the aim of getting users to trigger involuntary actions, in order to serve the sole interests of the owner structure. Forced subscription to a newsletter, unwanted subscription to paid services, adding items in secret in an e-commerce basket … there are many examples.

Positive online experiences go through easy, pleasant and seamless interactions. They are designed to satisfy both users and the business, without one taking precedence over the other. The designers rely on a good knowledge of human behavior and cognitive science. But this knowledge can also be used to manipulate users through Dark Patterns.

The most common examples

1 – Fake urgency

This technique aims to accelerate the transformation of a basket into a purchase, by making the buyer believe that he must hurry so as not to miss a good deal. This can take several forms:

  • A countdown very visible with the time remaining before the end of an offer. Note on some e-commerce sites, the durability of the offers indicated by the countdown is false.
  • Alarming mentions on the availability of a tourist good. “Only one room available in this hotel” or the ink “Attention, big demand in this campsite at this time” are as many exaggerated – even false – messages which force the hand to the user.
  • Special offers with a fuzzy deadline. Mentions of the type “Offer limited in time” without further indication of duration sow doubt in the mind of the user, not to see “the good deal” slip away.

2 – Bait and switch

This Dark Pattern – which can be translated by “trigger bait” – concerns the diversion of an action of the interface, the result of which is not the one initially desired: a validation rather than a cancellation, a confirmation of order instead of a simple shopping cart check, etc.

The idea is to use psychological conditioning through a visual habit, such as a particular color or a specific location. Examples of this Dark Pattern can be found in some free mobile games.

After launching the game, a large button allows you to start a game. Once the game is lost, it is possible to use a credit to replay (several are offered each day), by clicking on this same button. Once the credits are used up, the player must buy new ones.

At this point, the interface designers simply changed the button’s initial “Replay” label to “Buy”, in order to bring the player directly to the store via a reflex click. The user becomes conditioned to this action and its result. It is then sufficient to change the result at the appropriate time by modifying the label of the action.

3 – Confirmshaming

This practice consists of adding negative connotations in the wording of actions that the designer does not want to be triggered (unsubscribe, cart abandonment, etc.). The turns of these confirmation wordings are guilty, well beyond “Confirm” or “Validate”.

One of the best-known examples is Amazon, which repeatedly offers a switch to Amazon Prime. The headings of refusal are not simple ” no thanks “, but rather ” no thanks i don’t want unlimited one day deliveries “.

Other examples of “confirmshaming” labels found on the web:

I choose not to register to download a beginner’s gardening guide:

No thanks, I’m already a gardener

I choose not to enter my email address to obtain a reduction on an order:

No thanks, saving money is not my thing.

In this case of Dark Pattern, the action itself is not diverted: only the labels are designed to provoke a reaction from the user.

To learn all about Dark Patterns, visit https://www.darkpatterns.org/

The psychological springs of Dark Patterns

These dark interfaces can affect anyone, but they are particularly effective on individuals with psychological distress. The best defense remains to identify them well in order to better circumvent them.

Here are the weak points on which the Dark Patterns are based:

  • Guilt, by diverting the title of an action so as to call into question the initial choice (example of confirmshaming above). This has a negative effect on self-image, and can go so far as to cast doubt on one’s own personality.
  • Lack of motivation, by proposing cumbersome processes which can tire the user in the long run and lead him to abandon his action. We find this in certain unsubscribing processes for example, where several painful steps to be carried out are necessary.
  • Impulsiveness, by making the user think that it is necessary to decide quickly. Dark Patterns can put him under pressure to act before completing his entire reflection (example of the fake urgency above).
  • Anxiety is one of the levers most used by Dark Patterns. This goes through worrying messages (for example, some anti-virus and their anxiety-inducing alerts,) or by playing on cumbersome in the process (such as the obligatory passage by a telephone contact to unsubscribe)
  • Psychological conditioning, as in the case of the bait and switch exposed above. Via a repeated action on a remarkable element of the interface (a colored button for example), the user assimilates that “ this button implies this action ”.

For efficient AND “user friendly” interfaces

It is possible to employ the same principles to encourage positive user engagement, through an ethical use of persuasion techniques, where Dark Patterns hijack cognitive science for the sole purpose of achieving a business objective at all costs. .

The behavioral model created by Professor Fogg at Stanford University states that a behavior is triggered if the user has a sufficient level of motivation and of capacity. In short, it makes him have the desire (motivation) and the practical knowledge (capacity) to carry out the action.

  • Motivation can be acquired through attractiveness, advantages or necessity towards a brand or a product. For this, a clear, complete and honest speech is often enough. For example, many fitness applications now offer small “sporting” challenges (walking 6000 steps today, performing 20 push-ups, etc.) in the form of virtual badges. Over time, the challenges get more difficult. This guilt-free and progressive approach boosts motivation.
  • The capacity can be acquired naturally if the interface concerned is “user friendly” and instinctive to use. A pleasant design, easy navigation, and features designed for the comfort of the user make the experience more fluid and promote the well-being felt. It is a question here of doing everything to erase the fears related to the use as such.

UX is an evolutionary disciple that feeds on users. It can be practiced on the dark side, playing on fears and weaknesses for purely commercial purposes, or on the bright side, respecting users’ expectations and desires in a positive way. Designers of digital devices have great power, and therefore great responsibility. It is up to them to choose their path.





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