Dark Pattern
Dark Pattern
A deceptive design technique that manipulates users into taking actions or making choices against their own interests.
In Simple Terms
This refers to designs that mislead or psychologically pressure users into actions they wouldn't otherwise choose. For example, deliberately hiding the cancellation button to make it hard to find, or displaying "Only 3 minutes left!" even when there's no real deadline — creating false urgency to push users into buying something.
Behind the Name
Dark Pattern. A term coined by UX designer Harry Brignull. It combines "Dark" (meaning sinister or malicious) with "Pattern" (a recurring design template). It's also known as "Deceptive Design."
Take a Closer Look!
Dark patterns are design techniques used in websites and apps that steer users toward choices they wouldn't normally make — often options that benefit the company at the user's expense.
They exploit psychological vulnerabilities and cognitive biases to manipulate users into performing actions that serve the company's interests.
A common example in online shopping is when add-on products are automatically placed in your cart without your consent.
There's also a tactic known as the "Roach Motel" — making the cancellation or unsubscribe process so complicated that users simply give up and stay.
Another trick involves phrasing the "No" option in a guilt-tripping way, such as "No thanks, I'm not interested in saving money," making it psychologically harder to decline.
While these tactics may generate short-term gains for the company, they ultimately erode user trust over time.
They are increasingly viewed as a serious problem worldwide — particularly in the United States and Europe — and are becoming targets of legal regulation and enforcement.