Dark patterns are tricks that websites and apps use to make you do things you didn't want to do. Companies design these tricks to manipulate you.

For example, they might hide the "unsubscribe" button, or make you feel bad for not buying something. These tricks are everywhere on the internet!

Dark patterns are deceptive design techniques used in websites and apps to manipulate users into taking actions they didn't intend to take.

Coined by UX designer Harry Brignull in 2010, these patterns exploit human psychology to benefit companies at the user's expense.

A roach motel is when it's very easy to sign up for something, but very hard to leave. Like a real roach trap - easy to enter, impossible to exit!

• Example: You can sign up for a subscription with one click, but to cancel, you must call a phone number and wait for hours.
• Example: Creating an account takes 30 seconds, but deleting it requires sending emails and waiting weeks.

The roach motel pattern makes enrollment effortless while making cancellation deliberately arduous.

• Amazon Prime: Easy one-click signup, but cancellation requires navigating multiple pages with guilt-trip messages.
• Gym memberships: Online registration takes minutes; cancellation often requires in-person visits or certified letters.

Confirmshaming is when a website makes you feel bad for saying "no." The "no" option uses shame to change your mind.

• "Yes, I want to save money!" vs. "No, I prefer to pay full price"
• "Sign me up!" vs. "No thanks, I don't want to be successful"
• "Get the discount!" vs. "No, I hate saving money"

Confirmshaming uses guilt and shame to manipulate users into compliance. The decline option is worded to make users feel foolish or inadequate.

• "Yes, I want better results!" vs. "No, I'm satisfied with mediocrity"
• "Join 50,000 smart subscribers!" vs. "No, I don't like learning new things"

This tactic exploits our natural desire to avoid negative self-perception.

False urgency and scarcity make you think you must buy NOW or you'll miss out. But often, these are lies!

• "Only 2 items left!" (but they have thousands in stock)
• "Sale ends in 10 minutes!" (but the timer resets every day)
• "15 people are looking at this right now!" (not always true)

False urgency and artificial scarcity exploit FOMO (Fear Of Missing Out) to bypass rational decision-making.

• Countdown timers: Often reset or are completely fabricated
• Low stock warnings: May not reflect actual inventory
• "Limited time" offers: Frequently recurring or permanent

These tactics trigger impulsive purchasing behavior.

Misdirection is when a website makes you look at one thing so you miss something important. Like a magic trick!

• Big colorful "Accept All" button, tiny grey "Manage Settings"
• The option you DON'T want is already selected for you
• Important information hidden in small text at the bottom

Misdirection uses visual hierarchy and design psychology to draw attention toward preferred actions while obscuring alternatives.

• Cookie banners: "Accept All" is prominent; privacy options are hidden
• Pre-selected options: Extra services or add-ons checked by default
• Trick questions: Double negatives that confuse users

Streaks are used by apps like Duolingo to keep you coming back every day. If you miss one day, you lose your streak and feel bad!

• Duolingo: "You have a 50-day streak! Don't break it!"
• Snapchat: "You and your friend have a 100-day streak!"
• Video games: "Log in every day for rewards!"

These tricks create anxiety about losing progress.

Streak mechanics exploit loss aversion and the sunk cost fallacy to ensure daily engagement.

• Duolingo: Uses a sad owl mascot to guilt-trip users who miss practice
• Snapchat: Gamifies friendships with streak counts, creating social pressure
• Mobile games: Daily login bonuses that escalate with consecutive days

Breaking a streak triggers disproportionate negative emotions.

Now that you know about dark patterns, here's how to protect yourself:

• Take your time: Don't let timers make you rush
• Read carefully: Check all the boxes before you click
• Look for the small text: Important things are often hidden
• Ask yourself: "Do I really need this?"
• Use browser extensions: Some can block dark patterns

Awareness is your first line of defense against dark patterns:

• Pause before acting: Artificial urgency loses power when you wait
• Scrutinize defaults: Uncheck pre-selected options
• Use privacy tools: Ad blockers and cookie managers can help
• Report violations: Many jurisdictions now have laws against deceptive design

Remember these important points:

• Dark patterns are tricks: Websites use them to control you
• Know the types: Roach motel, confirmshaming, fake urgency, misdirection, streaks
• Stay alert: When something feels wrong, it probably is
• Take your time: Never let a website rush you
• You have rights: Laws are starting to protect consumers

Essential takeaways from this lesson:

• Recognition is power: Understanding dark patterns helps you resist them
• Psychology matters: These patterns exploit universal cognitive biases
• Ethical design exists: Support companies that respect users
• Legislation is evolving: Consumer protection laws are increasingly addressing dark patterns