Dark Patterns—How to Recognize Them and Avoid Them

What are dark patterns?

Dark patterns, or deceptive patterns, are design choices intentionally created to manipulate users into doing something they might not choose if given a clear, honest option.

While good design guides users toward their own goals, dark patterns guide them toward the company’s goals—often at the users' expense.

Common intentions behind dark patterns include:

• Tricking users into making purchases or subscriptions.

• Making it hard to cancel services.

• Collecting more personal data than necessary.

• Pushing unwanted products or settings.

The problem isn’t just ethical; it’s practical. Users who feel deceived often abandon the platform entirely.

How to recognize dark patterns

Spotting these patterns means paying close attention to the details. Here are some common examples:

Bait and switch

The interface promises one thing but delivers another, like clicking “Cancel” on a pop-up that actually confirms a subscription.

Roach motel

Signing up is easy; canceling is nearly impossible. Navigating endless menus just to unsubscribe? That’s a dark pattern.

Forced continuity

Free trials that require credit card info and then quietly start billing fall into this category.

Confirmshaming

When the “No” button guilts you into saying yes. A good example would be “No, I don’t care about saving money.”

Hidden costs

Prices that look low until checkout, when extra fees suddenly appear.

The cost of using dark patterns

Dark patterns can bring short-term wins (more clicks and more sign-ups), but they destroy long-term trust.

Once users feel tricked, they not only leave but also warn others. In a world where reviews travel fast, honesty isn’t just moral—it’s profitable.

How to avoid using dark patterns

If you’re a designer or product owner, focus on user-first decisions:

• Design with transparency: Be upfront about terms, costs, and what is happening behind the scenes.

• Simplify opt-outs: Make leaving as easy as joining.

• Use neutral language: Respect the user’s choice to say "no."

• Test with real users: Get feedback to make sure your interface feels fair.

A better path forward

Great design builds loyalty, not resentment. If users feel respected, they’ll stay longer, engage more, and recommend your product.

Avoiding dark patterns isn’t just about ethics—it’s about sustainable success.

In short: Dark patterns are deceptive tactics that harm trust. Recognize them, call them out, and replace them with transparency and respect.