![]() The darkness lies in the fact that the pattern is misdirecting you - you think you’re picking travel insurance, but then suddenly you’re telling them your country of residence, and it doesn’t look like deselecting travel insurance is an option. The opt-out for purchasing travel insurance is way down the list, under the unintuitive listing ‘No travel insurance required’. Users are directed to buy travel insurance, but on clicking the dropdown menu they see a list of Countries of Residence. Deliberate MisdirectionĪnyone who’s ever booked a budget flight online will be familiar with this dark pattern classic. So, here are 5 common UX dark patterns and some user-friendly alternatives. “Any short-term gains a company gets from a dark pattern are lost in the long term,” Hoa Loranger, NN Group Why not design good user experiences that keep users coming back for more, instead of UI patterns designed to trick? Plus dark patterns stop working after a while and companies have to think of something else. Users don’t like being hoodwinked, and will call dark patterns out on social media (witness the #darkpattern hashtag on Twitter). And dark patterns work, in that sense they successfully trick people, so companies keep using them.īut consistent use of tricksy UI patterns and dark UX is in fact damaging to the company in the long-term. Companies are often looking for short-term results, and increases in numbers rather than qualitative stats like ‘user happiness’. See that bit above where we talk about company profits? That’s why dark patterns are so ubiquitous. In dark UX, color theory is manipulated to misdirect, language is used to confuse rather than clarify, and the user is exploited to boost company reach or profits. These patterns take the principles of good UX and UI design, and turn them on their head. What Are UX Dark Patterns?īasically, dark patterns are UI tactics that encourage the user to take a path they didn’t mean to take. In this article you’ll find some of the most common user experience dark patterns and reveals how, with just a little bit of tweaking, they can change into UI patterns that promote positive user experiences. Sounds improbable? If only! Companies often use so-called ‘dark patterns’ to baffle users. Particularly when companies exploit their user interface to trick users into doing something they wouldn’t consciously do, usually for profit. Find out how dark patterns impact user experience, and how they can be turned into user-friendly UI design
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