Avoid the Dark Side

​Dark patterns are UX/UI designs that trick users into doing something they did not want to do.  These interfaces can be obvious or subtle but are always deceptive and place the corporation's value above the consumer's value.  

Not all dark patterns are apparent.  Everyone knows bait-and-switch, but some dark patterns are less overt.  Let's look at the example below.

This marketing copy may be an attempt at cuteness or showing personality, but it is a dark pattern called confirmshaming. There is a tumblr dedicated to calling out companies who use confirmshaming. Trick questions and misdirection are other dark patterns commonly used in subtle ways.

Why should you care? Besides being a jerk, using deceptive practices at the minimum will lose trust in your brand, and at worst, could get you into legal trouble. Once consumers lose confidence, it is tough to gain it back.  
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How do I avoid dark patterns? The easiest way to avoid using dark patterns is to be upfront and honest in your design.  

• Present all costs and fees clearly and at the time of decision.
• Use interaction controls consistently - i.e., all checkboxes opt-out.
• Give choice controls equal weight and position them together - i.e., the negative choice should not be in a three-point font at the bottom of the page.
• Make it easy for consumers to navigate your site and back out if desired.
• Only gather information on your consumers that is required to complete the transaction.
• If you wouldn't want your favorite Grandmother to use it, don't do it.

DarkPatterns.org works to spread awareness and out companies that use dark patterns in their design. Check out their site for additional examples of dark patterns and what to avoid.