The Dark Side of Design
Understanding cognitive bias’ is important when designing for the brain and optimizing the user’s experience. However, they can also be used to deceive and manipulate the user. Known as dark UX, these patterns may achieve their short-term goals, but destroy any trust the user had for the product and will have consequences in the long run. Many of them have actually been banned. It is important to know what they are in order to avoid using them in the future.
The Framing Effect
The way an option is presented will affect the user’s choice rather than the option itself. If something is perceived as a gain, even when it isn’t, it will appear to be the more favorable choice.
Confirmshaming
This tactic exploits the framing technique as it uses negative, shaming language to drive the user away from making a certain choice.
Oasis Snacks uses confirmshaming and frames the rejection in a way that plays on the user's emotions and makes them feel foolish.
The Anchoring Effect
The user has a tendency to rely on the first information they received as a reference point, or anchor in relation to a topic or making a decision. When new information comes up, they reference it back and compare it to the anchor.
Visual Interference
This tactic exploits the anchoring effect as well as the framing effect in which it uses style and visuals to drive users towards or away from certain choices.
Exposed Skincare appears to only have one option to ‘Add to Cart’ for the Basic Kit, however, the gray text is also an option to add without a membership.
Default Effect
When an option is presented as the default option, it has a higher chance of being selected
Sneak Into Basket
This tactic exploits the default effect in which it adds products to a user’s shopping cart without their permission.
Shefit sneaks the Route Package Protection in with the purchase.
Trick Questions
This tactic exploits both the default effect and framing effect in that its wording and language is meant to confuse and mislead the user into choosing certain options.
When making a purchase on New Balance, this checkbox tricks the user as it needs to be checked to opt-out.
Scarcity
When something is in short supply or rare it is seen as more valuable
Countdown Timer
Generally, this isn’t a dark pattern, but it is sometimes used artificially in which the timer resets as soon as it runs out.
Fabletics uses a timer for when the legging sale expires. However, upon refreshing the timer restarts showing there is actually no time constraint at all.
Sunk Cost Fallacy
The more resources a user invests into something, the more they feel obligated to stick with it.
Hidden Costs
This tactic exploits the sunk cost fallacy in which certain charges are only revealed to the user right before they are about to make a purchase.
The flowers are advertised at $54.99 and the user is not notified of all of the extra charges until the last step of the checkout.
Band-Wagon Effect(Social Proof)
Users are more likely to follow the decisions of others.
False Statements
This tactic exploits the Band Wagon Effect in which social evidence is faked to manipulate users into making a decision
Third-party platforms, such as Provely, are often used to fake social proof such as past purchases.
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