Dark Patterns

What are dark patterns?

Dark patterns are design patterns that deceive or pressure people into doing something that benefits the business more than themselves. British UX designer Harry Brignull coined the term in 2010. Today they're also often called deceptive patterns.

Common forms include add-ons preselected in the cart, hidden costs that only appear at the last step, cancellations that are far harder than signing up, fake scarcity like "Only 1 left" with nothing behind it, and opt-out links worded to make users feel bad.

Why dark patterns are a problem

In the short term they can lift metrics. In the long run they cost trust, drive returns, chargebacks and support workload, and damage the brand. There's also legal risk: the EU Digital Services Act prohibits online platforms from using manipulative interface design, and Germany has required an online cancellation button for many consumer contracts concluded online since 2022.

How to avoid dark patterns in practice

• Review critical flows like checkout, sign-up, upgrade and cancellation specifically for pressure and deception.
• Ask one simple question: Would the person choose this option if they saw everything clearly?
• Make leaving as easy as joining, for subscriptions, newsletters and data sharing alike.
• Show prices and costs early and in full, including shipping and fees.
• Only use scarcity and urgency when they're real, and keep opt-out wording neutral.

Example

An online store automatically adds paid shipping insurance to the cart at checkout. The conversion rate stays stable, but support tickets and reviews calling it a rip-off pile up. Once the option is offered unchecked, fewer customers buy it, but the complaints disappear.