Dark patterns are misleading design elements and website designs that attempt to trick users into making decisions that are not in their best interest. You can find out how you can recognize dark patterns and best protect yourself here from our partners on the Watchlist Internet !

Dark Patterns in the Wild

The Internet is a playground for designers and web designers. They are increasingly relying on dark patterns to attract consumers' attention and influence their decisions. If you take a closer look, it becomes clear that the Internet is teeming with manipulative dark patterns.

Dark patterns are also increasingly being used in e-commerce. This is where they are particularly effective: consumers can be playfully retained in the online shop, a bargain can be turned into an expensive subscription or time pressure elements can tempt them to buy more than originally planned.

Dark patterns are effective, as research shows: In two large-scale experiments, US researchers examined the effect dark patterns have on consumers' decisions. The results show that hidden information, trick questions and the installation of hurdles work particularly well.

Many forms of Dark Patterns

We have listed some examples of dark patterns here:

  • Cookie banners: The annoying click away from cookie banners is almost an automatic part of surfing.
    The design of these banners is a typical dark pattern! Accepting cookies is often much easier and more intuitive than rejecting them. “Accept” is written on a red button, “Reject” is often not an option, or more inconspicuously on a gray background. This is not a coincidence, but a conscious design decision to prevent you from rejecting cookies.
  • Time pressure & the power of many: countdowns, timers and “10 more people are currently looking at this item” – online shops know exactly how to put consumers under pressure.
    Countdowns instinctively trigger stress in users; they are afraid of missing something or no longer being able to take advantage of the offer. In fact, many of these time pressure elements are simply fake; once the stopwatch runs out, it simply starts again from the beginning.
  • Confirm-shaming: “Are you sure you want to travel without insurance?” “If you want to support us, please allow us to use cookies.” “You want to go already? Be careful, the offer may already be gone on your next visit!” With such and similar messages, website operators try to exert emotional pressure on their customers.

Would you like to read more about dark patterns? In the study “Lost Time, Lost Money” the Chamber of Labor provides an overview.

A cookie banner that uses confirm shaming and manipulative coloring to trick users into clicking "Accept". Screenshot: Watchlist Internet
A cookie banner that uses confirm shaming and manipulative coloring to trick users into clicking “Accept”. Screenshot: Watchlist Internet

This is how you can defend yourself!

  • Use helpful tools: Plugins and browser extensions can make your life easier!
    Install privacy tools in your browser such as Cookie Block or Privacy Badger. These extensions automatically deactivate cookies and save you from constantly clicking away.
  • Don't stress yourself out: Try to ignore countdowns, timers, and other activity alerts (35 people have this ticket in their cart).
    In most cases, this information is fictitious. It's better to take a day longer to think about whether and where you want to shop. Price comparison sites can also help you make a decision.
  • Don't let yourself be blackmailed: "Forced continuity" is when you are forced to take out a subscription, register a customer account or sign up for a newsletter. If you have problems with forced logins, contact the Internet Ombudsman.
  • Don't be unsettled: many websites work with emotional pressure. They try to get you to register, buy extra products or book additional services. Take a moment to step back and take the pressure out of the situation.
Shein.de works with a variety of dark patterns: The homepage is overloaded (overloading), numerous countdowns urge you to buy (time pressure), pop-ups entice you to create an account and subscribe to the newsletter. Screenshot: Watchlist Internet
Shein.de works with a variety of dark patterns: The homepage is overloaded (overloading), numerous countdowns urge you to buy (time pressure), pop-ups entice you to create an account and subscribe to the newsletter. Screenshot: Watchlist Internet

Dark Patterns – the backgrounds

When users operate computers or smartphones, they do so via so-called user interfaces. The design of every window, every button or even the structure of a website can change the behavior of users. Dark patterns are used to influence user decisions contrary to their own intentions or interests. This happens through manipulation, misleading or coercion. To describe these design decisions, the term “Dark Patterns” was introduced by Harry Brignull in 2010. The user experience expert used this term to criticize the fact that websites and apps use design to manipulate users. There are numerous examples of information about Dark Patterns in English on his website.

Here we have listed some types of Dark Patterns:

There are a variety of dark patterns. Here is a short list of some manipulative designs. Screenshot: Watchlist Internet.
There are a variety of dark patterns. Here is a short list of some manipulative designs. Screenshot: Watchlist Internet.

ICPEN Fraud Prevention Month

Every year, the International Consumer Protection and Enforcement Network (ICPEN) focuses on a different topic to warn consumers about fraud during International Fraud Prevention Month. You can read more about this initiative here.

Would you like to find out more about dark patterns? For more information, see the article “Beware of Dark Patterns” on verbrauchentenfragen.at.

Source:

Watchlist Internet
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