How to Spot—and Avoid—Dark Patterns on the Web

How to Spot—and Avoid—Dark Patterns on the Web

Every day, you use apps and services that were carefully crafted by teams of professional designers to deliver the best user experience possible. At least, that’s the idea. However, if you’ve ever found it easier to sign up for an account than it is to cancel it, you’ve stumbled onto a dark pattern. And over the next several weeks, WIRED is going to dissect common examples across online shopping, social media, search, and more.


The term “dark patterns” was first coined by UX specialist Harry Brignull to describe the ways in which software can subtly trick users into doing things they didn’t mean to do, or discouraging behavior that’s bad for the company. When you want to unsubscribe from a mailing list, but the “Unsubscribe” button is tiny, low-contrast, and buried in paragraphs of text at the bottom of an email, it’s a strong sign the company is putting up subtle roadblocks between you and cancellation.



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The button to buy an item that’s on sale, on the other hand, is large, bright, and at the top of the email. There’s no hiding that one.

Not all dark patterns are designed maliciously, and some UX designers might not even be aware that they’ve built a system that’s tricking users. In many cases, designers might just be doing what works. But being cognizant of how app design plays on human biases is key to avoid falling victim to dark patterns.


UX Design Leads Your Behavior, and That’s (Usually) a Good Thing


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