“Technology is neither good nor bad, only thinking makes it so.”
Technology is a double-edged sword. It has the power to change for both good and bad and our dependency on it is inviting more complicated problems which are hard to identify and resolve. Once such problem is of dark patterns and the way it works. We all have become a victim to it, but aren’t aware about it because we don’t pay attention to most of the things that happen with us.
Here we will discuss about it in detail and the way it works.
What are Dark Patterns?
Dark patterns, the term coined by British designer Harry Brignull means online designs that are crafted to trick users into trusting something that doesn’t exist. Many websites and apps hide their true intentions and manipulate users into buying or signing up for things that they don’t want to.
In simple terms we can say Dark Patterns are used to benefit the business in question by carefully creating elements that will misdirect or confuse the user.
Generally, when we see a “bad design” we think of it as a mistake that was made accidentally. But with Dark patterns things are just opposite, it is not a slipup. These mistakes are designed with a deep understanding of human psychology and they are designed to fool users, because their interest doesn’t matter to them.
How are they Designed?
Hide the system status: Instead of showing key status information hide it. It can be done with vague labels, confused navigation and untimely messages. For example, when you want to sign up for a site, you can easily find the option, but on the other hand finding an account deletion option is really difficult.
Vague Language: Instead of using simple language they use intricate or inconclusive phrases or words to make it appear to say one thing while another is said.
No proper Knowledge: Without giving it much thought user’s complete actions as they are in hurry to access a site. Taking advantage of this habit, companies get what they want.
Also Read : How To Spot And Get Rid Of Fake Apps On Android
How Dark Patterns Work?
Most of us don’t bother to read terms and conditions and privacy policies while using the web and this in turn allows companies to take advantage and trick users into doing something they can take advantage of for their personal gain.
There are plenty of online “dark patterns” that trick you into giving up your data.
Types of Dark Patterns
You will be amazed to know the number of dark patterns floating in the online market and how they are used. Here we list few of them.
1. Bait and Switch
When a user is set to do one thing, but an undesirable thing happens, it is bait and switch. The most common example of it is Microsoft’s misguided update notice for updating Windows 10, shown in 2016.
This was an optional call to action, but what it did was it did not let users close the update pop up box. Instead, when user clicked on the “X” button, an update would begin to download. This dark pattern approach received backlash from users and many posted different tweets like:
Closing the “Upgrade to Windows 10” window is now equal to agreeing to upgrade? That’s a pretty dark pattern. https://t.co/m8hbA9tjsJ
— HelloAndy (@HelloAndy) June 2, 2016
2. Confirmshaming
Confirmshaming is a widespread website conversion tactic. It is the art of insulting your target group. When a user declines for something he is indirectly forced to opt to do something. The most common way in which this tactic is used is by asking the user to sign up a mailing list, if he rejects it then he starts feeling guilty about it.
3. Disguised Ads
Adverts that are designed in such a manner that user is forced to click on them but isn’t aware about it. The most common example of it is, when a user visits a site to download a software instead of getting the software downloaded the site owners trick users into clicking on ads rather than getting the product downloaded.
In the screenshot above, it is very difficult for the user to judge which one is the right Download Now button.
4. Forced Subscription
When a user is charged for a service, software without any warning after a certain period and is forced to keep using the product and services. Sometimes things get worse when a user is unable to find the option to cancel the subscription.
5. Friend Spam
Online services, especially social networking sites seek user’s permission to find their friends and perform other tasks. But instead of doing so they access your contact book and start sending them spam message pretending to be you.
The most famous example of it is LinkedIn that used dark patterns and was fined $13 million dollars as part of a class action lawsuit in 2015.
6. Hidden Costs
When you visit a site to shop something online or to buy online tickets they show you a certain price, but as you proceed to the checkout page suddenly the price changes as they have added unexpected charges like delivery charges, tax, maintenance cost and other things.
7. Misdirection
It is a form of deception in which attention of user is focused on one thing to distract his attention from another. For example, when you try a book a flight ticket you are redirected to a page to select seat for which you need to pay extra. But if you skip and proceed what happens is they have already pre-selected a seat for which they wanted you to pay extra when you skip the process same seat is assigned but it makes you believe that you opted out.
8. Privacy Zuckering
Named after Facebook CEO Mark Zuckerberg, this pattern is used to publicly share more information than you want to. It takes place behind the scenes, for example when you use a service in small font you will see Terms and Conditions, that you don’t read but agree to. Usually, in that it is mentioned that you are allowing site to use your personal data as you want.
9. Forced Subscription
The design makes it easy to subscribe for a service but doesn’t let you opt out of it easily.
10. Adding extra product to shopping cart
This means you select some products but when you are about to pay, the site silently adds few more items making it hard for you to opt out and indirectly forcing you to purchase them.
11. Trick Questions
This tactic is used by marketing mails, the most common example of this is when you visit a site you are asked if you want to subscribe for the mailing list. Users can opt out of it but most of the time they are in a hurry and enter the email address without even noticing they can skip the step.
Besides these tactics the most common pattern that is used by most sites to fool users is the padlock.
Padlock is considered as symbol of security, it appears in the corner of your browser making you believe that the connection is secure. But in reality, it doesn’t mean this, it means something else.
It is a deceptive practice followed by most sites to make you share more information than you do as you feel secure. Most big companies follow this practice to collect data and trick users into believing all the data they are sharing is safe and won’t be shared with third party applications.
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Does all this make you think, what made companies follow such practice on a mass level? The answer lies with us. As we don’t pay attention to things around us companies take advantage and use our data for their own benefit. Most of the time when we face all these dark patterns we just ignore them and focus on getting task done. Thus, helping companies more and more.
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