Dark pattern

A dark pattern is an interface deliberately designed to manipulate people into doing something they didn't set out to do — like signing up for a subscription, sharing personal data, or spending more than they planned. Instead of helping users reach their own goals, the design quietly steers them toward the business's goals.
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The term was coined by UX specialist Harry Brignull in 2010 (and is increasingly called a “deceptive pattern”). Common examples include hidden costs revealed only at checkout, pre-ticked consent boxes, fake urgency countdowns, hard-to-find opt-outs, and “confirmshaming” that guilt-trips people into agreeing.

Why do dark patterns matter?

Dark patterns erode trust. They might lift short-term conversions, but they leave users feeling tricked, drive complaints and churn, and damage a brand’s reputation. They are also a growing legal risk — rules like the EU’s GDPR and Digital Services Act, and the US FTC, restrict or ban deceptive designs.
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Recognising dark patterns helps designers stay on the ethical side of persuasion. The aim is to influence honestly — making the easiest path the one that genuinely serves the user, not the one that exploits their inattention.

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