User experience (UX) design is supposed to make websites and apps easier, friendlier, and more enjoyable to use. But not all design choices have the customer’s best interest at heart. Some websites use tricks to push users into making decisions they might not otherwise choose. These tricks are called dark patterns.
Dark patterns may boost conversions in the short term like tricking someone into signing up for a subscription or clicking an extra purchase button but they come at a long-term cost, loss of trust, damaged reputation, and even legal trouble.
In this guide, we’ll explore what dark patterns are, common examples, why businesses use them, their risks, and most importantly how to design better alternatives that build customer loyalty.
What Are Dark Patterns in UX?
The term dark patterns were first coined by UX designer Harry Brignull in 2010. He described them as user interface designs that are crafted to trick people into doing things they wouldn’t otherwise do.
Think of it as manipulative design. Instead of guiding users honestly, dark patterns use deceptive language, confusing layouts, or hidden options to pressure people into actions that benefit the business but hurt the customer.
Examples include:
- Accidentally subscribing to a paid service.
- Struggling to cancel an account.
- Being added to mailing lists without consent.
- Seeing hidden fees only at checkout.
Why Businesses Use Dark Patterns
At first glance, dark patterns seem effective. They can:
- Increase sign-ups.
- Boost sales.
- Reduce cancellations.
But these short-term wins come with long-term risks. Customers who feel tricked are unlikely to return and worse, they may complain publicly or leave bad reviews. In an era where trust is currency, using dark patterns can backfire badly.
The Most Common Types of Dark Patterns
Here are some of the most widespread dark patterns you’ve likely encountered:
1. Bait and Switch
A button or link does something different from what the user expects.
Example: Clicking “Cancel” on a pop-up actually subscribes you instead.
2. Forced Continuity
After a free trial, users are automatically charged without clear reminders or easy cancellation options.
Example: Signing up for a streaming service and finding it nearly impossible to cancel before billing starts.
3. Hidden Costs
Extra fees appear at the last step of checkout.
Example: A product shows as $49, but after adding to cart, you see shipping, handling, and “processing” fees that weren’t disclosed upfront.
4. Confirmshaming
Guilt-tripping users into saying yes.
Example: A newsletter pop-up with two options: “Yes, I want awesome updates” vs. “No, I don’t care about saving money.”
5. Roach Motel
Easy to get in, hard to get out.
Example: Subscribing takes one click, but cancelling requires multiple steps, phone calls, or emails.
6. Misdirection
Visually highlighting the option that benefits the company while downplaying the one users want.
Example: Making the “Accept All Cookies” button bright and large, while the “Decline” option is tiny and hidden in a link.
7. Sneak Into Basket
Automatically adding products to a user’s shopping cart without permission.
Example: Adding insurance or accessories at checkout that users must manually remove.
8. Disguised Ads
Making ads look like genuine content or navigation links.
Example: A “Download” button that is actually an advertisement, not the real download.
9. Friend Spam
Tricking users into giving access to their contact list, then sending messages to their friends without clear permission.
Example: Early social media platforms often did this to grow faster.
Real-World Examples of Dark Patterns
- LinkedIn (2015): Faced a lawsuit for “friend spam” because it tricked users into giving access to contacts. They paid $13 million in settlements.
- Amazon (2021): Criticized for making it extremely difficult to cancel Prime memberships often cited as a classic “Roach Motel.”
- Travel Booking Sites: Frequently show “only 1 room left!” warnings, creating false urgency.
These cases highlight how dark patterns may temporarily boost engagement but can damage a brand’s reputation and even lead to legal action.
Why Dark Patterns Hurt Businesses
While dark patterns may seem like clever marketing tricks, they can harm businesses in several ways:
- Loss of trust – Customers who feel tricked rarely come back.
- Negative reviews – Word of mouth spreads fast; manipulative design gets called out quickly.
- Legal risks – Many countries are cracking down on deceptive practices. The EU’s GDPR and the US’s FTC both target dark patterns.
- Brand damage – Today’s consumers value transparency. Companies seen as manipulative risk long-term brand damage.
- Higher churn – Tricked customers often cancel at the first opportunity.
The Psychology Behind Dark Patterns
Dark patterns often exploit human psychology, such as:
- FOMO (Fear of Missing Out): “Only 2 left in stock!”
- Loss Aversion: Users fear losing a deal more than they value gaining one.
- Cognitive Overload: Making cancellation overly complex so users give up.
- Authority Bias: Using official-looking messages to push actions.
Understanding these psychological triggers is important not to manipulate users, but to design more ethical, persuasive experiences.
Ethical Alternatives to Dark Patterns
Businesses don’t need to rely on manipulative tactics. There are ethical, user-friendly ways to encourage conversions:
1. Transparent Pricing
Show all fees upfront instead of hiding them. Customers appreciate honesty.
2. Easy Opt-Outs
Make cancelling or unsubscribing as easy as signing up. It builds loyalty.
3. Clear Consent
Use plain language for sign-ups and cookies. Don’t hide behind legal jargon.
4. Positive Nudges
Encourage users with benefits, not guilt. Example: “Join our newsletter for exclusive discounts” instead of “No thanks, I hate saving money.”
5. Trust Signals
Highlight security badges, refund policies, and reviews to reassure customers without manipulation.
Legal Landscape: Are Dark Patterns Illegal?
Dark patterns are increasingly under legal scrutiny.
- European Union: Under the Digital Services Act (DSA) and GDPR, manipulative consent requests and unclear pricing are banned.
- United States: The Federal Trade Commission (FTC) has started cracking down on deceptive subscriptions.
- India & Australia: Regulators are issuing guidelines to protect consumers from manipulative UX practices.
This means businesses that continue using dark patterns may face fines, lawsuits, and bans in certain regions.
Why Ethical UX Is the Future
The internet is moving towards transparency and user-first design. Ethical UX:
- Improves long-term customer retention.
- Increases trust and brand reputation.
- Helps businesses stay compliant with new laws.
- Creates loyal customers who promote your brand.
By avoiding dark patterns, you don’t just stay legal you build a business that people respect.
Final Thoughts
Dark patterns in UX are a shortcut they might deliver quick wins, but at the cost of long-term trust and growth. With consumers becoming more aware and regulators stepping in, the risks are too high.
Instead, focus on honest, transparent, user-first design. Not only will this protect your business, but it will also build stronger, lasting relationships with your customers so always hire a professional website design company for it.
Remember: good UX builds trust. Dark patterns destroy it.
