Ethical design should protect users, but insidious dark patterns often lead to manipulation. Learn more about 10 common tricks that cross ethical boundaries.
The dark side of design
“Dark patterns” are the epitome of manipulative design. They hide information or force users to take unwanted actions. Such techniques contradict the core of ethical design, which demands transparency and respect. Ethical design sets clear boundaries here: Users must always understand what they are doing, why they are doing it and what the consequences are. Anything else undermines trust and damages user loyalty in the long term.
Examples of manipulation in design
Forced registration (Forced Continuity)
After a free trial period, users are automatically transferred to a paid subscription without being clearly informed that they need to cancel. Many streaming platforms or software providers use this method to retain users for longer.
Example: Netflix offers a free trial period, but then seamlessly transfers the user to a subscription if they do not cancel in time.
Confusing navigation
These designs are intended to deliberately cause users to press the wrong button. Examples include “Decline” and “Accept” buttons that are deliberately designed to confuse the user and e.g. unintentionally consent to receiving newsletters or other notifications.
Example: Many newsletter subscription forms rely on unsubscribe options in small print or hide the unsubscribe button. A classic example of such confusing navigation can be found on airline booking platforms that pre-select insurance or additional services.
Hidden costs
With many e-commerce websites, hidden fees or additional charges are not disclosed until the end of the checkout process. These surprise costs can be shipping costs, handling fees or taxes that are intentionally added as late as possible to influence the purchase process.
Example: When booking flights on platforms such as Ryanair, baggage costs are often only added in the last step of the payment process. A potential user is already heavily invested, which increases the likelihood that they will complete the purchase instead of abandoning it.
Countdown timer (FOMO)
Websites often use countdown timers to create a sense of urgency and encourage users to make hasty decisions. This artificially created urgency is based on the fear of missing out on a limited offer.
Example: E-commerce websites such as Amazon or Booking.com use countdown timers for special offers, even if there is actually no time pressure. This is to encourage the user to complete the purchase more quickly before possibly reconsidering the purchase.
More traps and subtle tricks
In addition to the classic dark patterns, there are a number of subtle but equally manipulative design strategies that make life difficult for users and often unintentionally influence decisions. Here is a brief overview of these other types, which are just as ethically questionable:
Misdirection (distraction)
Visual or textual distractions direct the user’s focus to something other than what they originally intended. Irrelevant or superfluous information is often used to obscure critical details.
Roach Motel (cockroach trap)
This pattern makes it very easy to sign up for a service or subscribe to something, but extremely difficult to cancel the subscription or service.
Privacy Zuckering
Users are tempted to share more personal information than they actually intended. This is often achieved through long, complex privacy policies or pre-set consents.
Price Comparison Prevention
This strategy prevents the user from easily comparing prices by making information about alternative products or services difficult to find or incomprehensible.
Sneak into Basket (Secretly add to shopping cart)
Additional items or services are secretly added to the shopping cart, often through preset checkmarks or hidden buttons.
Confirmshaming
Users are persuaded to take an action because the opt-out option is worded in such a way that it evokes feelings of guilt or shame (e.g. “No, I don’t want to save money”).
Disguised Ads (hidden advertising)
Advertising is designed to look like a normal part of the user interface so that the user does not recognize that it is an advertisement.
Forced Action
The user is forced to perform an unwanted action in order to continue, such as creating an account before being able to buy a product or use a service.
”Every design influences user decisions. However, the difference between persuasion and manipulation lies in the intention and transparency of the design decisions.
Norbert Kathriner
Conclusion: Ethical design requires more than simply avoiding manipulation.
It’s about creating a culture of transparency. Designers have an immense responsibility – and this should never be treated lightly. Only by consciously and critically addressing the ethical implications of our work can we create positive, respectful and sustainable user experiences in the long term.
