DARK PATTERNS:
ETHICAL IMPLICATIONS
IN USER INTERFACE DESIGN

An interactive presentation by Lyosha Blinnikov

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What are dark patterns?

The term "dark pattern" was coined by Harry Brignull; it refers to any aspects of user interface design that are specially designed to deceive users by guiding their actions in such a way that they cannot make an informed decision. This can lead to more conversions (i.e. sales, downloads, page views, etc.) "on paper" but presents an ethical issue since dark patterns are dishonest.

This presentation highlights several common dark patterns, with examples. It includes tips for developers for alternatives to such patterns, and tips for users for recognizing them.

Defaults

Humans are lazy by nature and often leave default settings as-is. A developer can set defaults in such a way that the user gets something they didn't bargain for.

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Developer Tip: If the user must explicitly make a choice, use radio buttons with no preselected item (see below).

Sign me up for Evil Software Inc's Daily Deals Newsletter for only $9.99 per week? Yes No

User Tip: Double-check ALL options on a page before submitting.

"Wall of Text"

This is a way of hiding potentially unpleasant information from the user by relying on their short attention span.

By consenting to use this service, you the user ("you") are hereby agreeing to follow all terms outlined in this agreement. This agreement represents a legally binding contract between us ("Big Evil Corporation") and you and is legally binding. You are bound by all terms in this agreement except where prohibited by law. You are responsible for upholding these terms at all times. You use this service "as is" and "at will" and may not sue us for monetary damages arising from use, misuse, or abuse of the service. You may not resell or otherwise profit from this service, or benefit from it in any way other than from its intended purpose. Your email address and social security number entered in the previous screen may be shared with our partners for marketing purposes. By clicking Continue, you consent to this happening. You hereby indemnify Big Evil Corporation of any damages arising from this service. In the event of any issues arising, your attorney or a legal representative must mediate any and all conflicts. You may not profit or otherwise benefit from any legal disputes arising from the use of our services. Mumbo jumbo legalese lorem ipsum bacon gibberish. If you read all of this text, you have no life. But who am I to judge, I wrote it all. You hereby indemnify me of any and all time wasted reading this and any other frivolous "license agreement".

By consenting to use this service, you the user ("you") are hereby agreeing to follow all terms outlined in this agreement. Click to Continue

Misleading UI elements

Which one is the real "Download" button?

Answer: Both of the "Download" buttons are actually ads.

Image credit: screenshot from Softpedia, a software mirroring site. I have no control over the ads displayed there.

Misleading Text

Since people generally skim instead of fully reading every word, it's easy to manipulate wording to throw off users.

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Developer Tip: Learn to English succinctly.

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User Tip: Read twice, click once.

Irresponsible behavior

Sometimes a useful feature is designed in such a way that it teaches users bad habits. One example is a form that prompts for a username and password to another service.

Why is this unethical? Because an email password is often one's "base" identity on the internet. This careless attitude towards passwords can cause users to easily fall for scams.

User Tip: NEVER share your password online. EVER.