Understanding Dark Patterns in Digital Design

Endorsements (aka "Social Proof")

1. False Activity Messages: Sites falsely claim high user activity or interest in a product to create urgency.

2. Deceptive Consumer Testimonials: Using fake endorsements or presenting testimonials without disclosing material information.

3. Deceptive Celebrity Endorsements: Falsely attributing testimonials to celebrities.

4. Parasocial Relationship Pressure: Leveraging trusted characters, especially those familiar to children, to influence choices.

Scarcity

1. False Low Stock Message: Misleading users by indicating low stock to prompt immediate purchases.

2. False High Demand Message: Creating a false sense of urgency by claiming high demand.

Urgency

1. Baseless Countdown Timer: Displaying a fake countdown clock to pressure immediate purchases.

2. False Limited Time Message: Suggesting offers are time-limited when they are not.

3. False Discount Claims: Advertising fake discounts or sales to lure consumers.

Obstruction

1. Price Comparison Prevention: Making it difficult for shoppers to compare prices by bundling items or using inconsistent measures.

2. Roadblocks to Cancellation: Designing processes that make it easy to sign up but challenging to cancel.

3. Immortal Accounts: Making it hard or impossible to delete an account.

Sneaking or Information Hiding

1. Sneak-into-Basket: Automatically adding items to the shopping cart without the user’s consent.

2. Hidden Information: Withholding essential information or significant product limitations.

3. Hidden Costs: Adding fees or charges that are not initially disclosed.

4. Drip Pricing: Advertising a partial price and adding mandatory charges later in the buying process.

5. Hidden Subscription or Forced Continuity: Offering a free trial that transitions into a paid subscription without clear consent.

Interface Interference

1. Misdirection: Designing elements to focus user attention away from critical information.

2. False Hierarchy or Pressured Upselling: Using visual prominence to nudge users toward specific choices.

3. Disguised Ads: Making advertisements look like unbiased product reviews or independent articles.

4. Bait and Switch: Leading users to expect one outcome but delivering another.

Coerced Action

1. Unauthorized Transactions: Tricking users into paying for goods or services they didn’t intend to buy.

2. Auto-Play: Automatically playing additional videos in a disruptive or harmful manner.

3. Nagging: Repeatedly and disruptively asking users to take an action.

4. Forced Registration or Enrollment: Requiring account creation or information sharing to complete a task.

5. Pay-to-Play or Grinding: Advertising free access but then charging for full functionality.

6. Friend Spam, Social Pyramid Schemes, and Address Book Leeching: Misusing email addresses or social media permissions for unintended purposes.

Asymmetric Choice

1. Trick Questions: Using confusing language to steer users towards unwanted actions.

2. Confirm Shaming: Shaming users into making certain choices by framing alternatives negatively.

3. Preselection: Preselecting options that benefit the company but not the user.

4. Subverting Privacy Preferences: Tricking users into sharing more information than intended.

Source: https://www.ftc.gov/reports/bringing-dark-patterns-light