Dark patterns are user interfaces designed to trick users. Some examples include bait-and-switch, where users are lured by an attractive offer that is replaced by a different option; trick questions that confuse the user's intentions; sneaking additional items into online shopping baskets; and designs that make it easy to join services but difficult to cancel them. Being vigilant in identifying dark patterns and sharing examples can help curb their use and make interfaces more transparent and honest.

1. DARK PATTERNS
And how to avoid them

2. DARK PATTERNS?
What ARE

3. WHAT ARE DARK
PATTERNS?
A dark pattern is a user interface that has been carefully
crafted to trick users into doing things, such as
buying insurance with their purchase or signing up for
recurring bills.
The phrase ’dark pattern’ was coined by Harry Brignull in 2010 with the registration
of darkpatterns.org, a pattern library with the specific goal of naming and shaming deceptive user

4. WHAT ARE DARK
PATTERNS?
The Dark Triad
Psychopathic
Narcissistic
Machiavellian
E.g. Jack from
The Shining
E.g. Evil Queen from
Snow White
E.g. Professor Moriarty
from Sherlock Homes
Understanding the type of evil.

5. WHAT ARE DARK
PATTERNS?
Niccolo Machiavelli
Born 1469, Florence, Italy
Wrote a paper entitled ‘The Prince’ which
inspired the term “Machiavellianism” in
psychology.
This refers to a personality trait which sees a person
so focused on their own interests they will
manipulate, deceive, and exploit others to achieve
their goals.
It is defined as being driven Personal Gain by
using:
Manipulation
Exploitation

6. DARK PATTERNS
Some examples of

7. EXAMPLES OF DARK PATTERNS
BAIT &
SWITCH
THE

8. EXAMPLES OF DARK PATTERNS
BAIT &
THE

9. EXAMPLES OF DARK PATTERNS
TRICK QUESTION
THE
While filling in a form you respond to a question that tricks you
into giving an answer you didn't intend. When glanced upon
quickly the question appears to ask one thing, but when read
carefully it asks another thing entirely.

10. EXAMPLES OF DARK PATTERNS
TRICK QUESTION
THE

11. EXAMPLES OF DARK PATTERNS
SNEAK INTO THE BASKET
THE
You attempt to purchase something, but somewhere in the
purchasing journey the site sneaks an additional item into
your basket, often through the use of an opt-out radio
button or checkbox on a prior page.(or a sneaky button)

12. EXAMPLES OF DARK PATTERNS
SNEAK INTO THE BASKET
THE

13. EXAMPLES OF DARK PATTERNS
ROACH MOTEL
THE
You get into a situation very easily, but then you find it is hard
to get out of it (e.g. a premium subscription).

14. EXAMPLES OF DARK PATTERNS
ROACH MOTEL
THE

15. EXAMPLES OF DARK PATTERNS
CONFIRMSHAMER
THE
The act of guilting the user into opting into something. The
option to decline is worded in such a way as to shame the user
into compliance.

16. EXAMPLES OF DARK PATTERNS
CONFIRMSHAMER
THE

17. EXAMPLES OF DARK PATTERNS
DISGUISED ADD
THE
Adverts that are disguised as other kinds of content or
navigation, in order to get you to click on them.

18. EXAMPLES OF DARK PATTERNS
CONFIRMSHAMER
THE

19. VIGILANT
Be
When you see a Dark Pattern, take screenshots and tweet
it.
If you've got an example that doesn't fit into a tweet, you
can use a platform like Medium or Imgur, then tweet it.
Mention @darkpatterns or use the
hashtag #darkpattern.
TRANSPARENT
HONEST
A DEFENDER