Beware of Dark Patterns

Dark Patterns (DP) are deceptive UI designs that trick users to do something they originally did not want to. These unfair trade practices violate user choice, autonomy & consent. For example, DPs include sneaking unwanted items into the basket, adding users to costly subscriptions, and misleading with double negatives (e.g., Uncheck here not to download the add-on). Dark Patterns can also lead users to over-share personal information, thus potentially leading to privacy breaches. 

The darkpatterns.org portal (established in 2010 by Harry Brignull) collects various examples of Dark Patterns on web and mobile applications, gathered through the reports of users via Twitter. 

Neuromarketing is a new field that uses techniques such as fMRI, EEG, and gaze detection to investigate the effects of marketing inputs. Among various discoveries, neuromarketing research found that the feeling of “loosing out” is particularly effective in influencing users. Based on this finding, e-commerce websites use countdowns and limited offers to pressure customers.

Researchers have classified the artificially created sense of urgency and scarcity (included in the design of many e-commerce websites) as a Dark Pattern. Games, social media, news applications also include malicious designs.

Gray et al., have proposed five different types of Dark Patterns:

1. Nagging is a redirection from the current task that can happen one or more times. Example - popup rating that interrupts the user 
2. Obstruction patterns block the task flow, making it harder to perform. Subclasses: 
• Intermediate Currency - multiple currencies, such as game gems
• Price Comparison Prevention - uncopiable product names
• Roach Motel - easy to open an account, yet hard to delete it
3. Sneaking patterns try to disguise relevant information to the user. Subclasses: 
• Bait and Switch - a certain action seems to have a specific result; instead it causes another, unwanted outcome
• Hidden Costs - an item initially costs X, but in the basket its value increases
• Sneak into Basket - unwanted items are added in the basket
• Forced Continuity - subscription is automatically continued after its free trial expires
4. Interface Interferences are UI manipulation that are biased towards certain UIs elements. 
• Hidden Information - options to accept conditions are small/greyed-out
• Preselection - unfavorable options are preselected. Example - insurance by default when checking out 
• Aesthetic Manipulation - distracting manipulation of the UI. Sub-subclasses: 
• Toying with emotions - countdown to offers
• False Hierarchy - one option is more prevalent
• Disguised Ad - interactive games
• Trick Questions - double negatives
5. Forced Action coerces users into performing certain tasks to obtain something. Sub-classes: 
• Social Pyramid - adding friends to obtain benefits
• Privacy Zuchering - sharing more personal data than intended 
• Gamification - forced grinding tasks to obtain something otherwise available with money

The high pervasiveness of Dark Patterns in mobile & web apps may be one of the reasons why Dark Patterns are hard to spot. 

[Update 03-Aug-24] - To address the growing concern over deceptive patterns  in Indian apps [^PDF],
the Advertising Standards Council of India (ASCI) and the Department of Consumer Affairs (DoCA) recognised the urgent need to protect users. In November, 2023, DoCA officially issued guidelines to provide for the prevention and regulation of 13 Deceptive Patterns.

References:

• UI Dark Patterns and Where to Find Them: A Study on Mobile Applications and User Perception 
• Draft Guidelines on Prevention and Regulation of Dark Patterns, 2023