Dark patterns are intentionally deceptive user interfaces used by websites and apps to trick users into making unintended choices that benefit the company. They take advantage of users' tendencies to skim read and make assumptions. Common dark patterns include hiding extra costs until checkout, using confusing wording to pre-check opt-in boxes, and disguising mandatory actions or options to install apps without a clear cancellation option. The goal of dark patterns is to manipulate users for the company's financial gain through hidden fees, subscriptions, or data collection.

1. Image Credit: darkpatterns.org

2. Intentionally deceptive portions of a user
interface which trick consumers into making
decisions that will benefit the e-commerce.
Dark Pattern practices are unethical and take
advantage of those who aren’t digitally savy.
What are Dark Patterns?

3. “When you use the web, you don’t read every
word on every page - you skim read and make
assumptions. If a company wants to trick you
into doing something, they can take advantage
of this by making a page look like it is saying
one thing when it is in fact saying another. You
can defend yourself by learning about Dark
Patterns on this site.”
www.darkpatterns.org
How does it work?

5. 1. HIDDEN COSTS
BEFORE CHECK OUT PROCESS…
Image Credit: Proflowers.com

6. The order summary on the next page
magically jumps to $48.96 and the
website has the audacity to suggest
a total savings of $17
Image Credit: Proflowers.com
AFTER...

7. 2. THE CHECKBOX
Double negatives are used to confuse the customer
into either checking the box or unchecking it
Image Credit: e-consultancy.com

8. Image Credit: e-consultancy.com
Another example:

9. Tricking a user into installing
the app, without providing a
‘close window’ button
3. THE DISGUISE
Image Credit: darkpatterns.org

10. Thank you!