Deceptive Patterns

Identify Deceptive Patterns in UX Design

Understanding Deceptive Patterns

Deceptive patterns are UX methods that trick users into doing or buying something they wouldn’t otherwise have done or bought. These can include visual, interactive, audio, or motion elements added to e-commerce sites, ads, and other marketing content.

Note

Terminology Note: While the industry often uses “dark patterns,” we use “deceptive patterns” to avoid associating the word “dark” with something problematic and focus on the deceptive tactic itself.

Deceptive patterns were first identified by UX specialist Harry Brignull in 2010, and their use has increased significantly since then.

Why Deceptive Patterns Are Wrong

Ethical Issues: Deceptive patterns are ethically wrong and not good business practice

Trust Erosion: Users who notice they’re being purposely deceived lose respect and trust for a company’s brand

Business Impact: Deceived users might publicly complain and take their business elsewhere

Common Types of Deceptive Patterns

Forced Continuity

The practice of charging a user for membership without warning or reminder.

Example: Sign up for a 7-day free trial of a streaming service, then your credit card gets charged on Day 7 without any email notification that the trial was ending.

Why It’s Harmful: Users feel tricked and may not realize they’re being charged until they see their statement

Sneak into Basket

Items are added to a user’s cart that they must remove if they don’t want to purchase them.

Examples:

• Hotel reservation with trip insurance automatically added
• Phone purchase with extended warranty pre-selected
• Extra items added during checkout process

User Impact: Creates extra steps that can be easily missed, leading to unintended purchases

Hidden Costs

Extra charges appear in your cart instead of extra products, often at the final checkout stage.

Examples:

• “Free shipping” with handling fees added at checkout
• Movie tickets with online booking fees appearing at final step
• Advertised price that doesn’t include taxes or processing fees

Frustration Factor: Can make users abandon purchases entirely or feel deceived about true costs

Pattern Recognition

Sneak into Basket: Extra products added to cart

Hidden Costs: Extra charges/fees added to cart

Both manipulate the checkout process but in different ways

Confirmshaming

Making users feel guilty when they opt out of something.

Examples:

• Newsletter signup: “No thanks, I like paying full price”
• Environmental campaign: “No, I don’t care about the environment”
• Upgrade offer: “No, I prefer inferior service”

Psychological Impact: Uses guilt and shame to manipulate user decisions rather than providing genuine value

Urgency

Convincing users they need to purchase before running out of time.

Examples:

• “Sale ends in 2 hours!”
• “Limited time offer - expires at midnight”
• Email promotions with countdown timers

Manipulation Tactic: Creates artificial pressure to make quick decisions without proper consideration

Scarcity

Making users very aware of limited item availability.

Examples:

• “26 people have this item in their cart”
• “Only 3 left in stock - order now!”
• “Hurry! Only 1 more available”

Often Fake: The scarcity numbers are frequently artificial and designed purely to manipulate purchasing decisions

Why Companies Use Deceptive Patterns

Primary Motivation: Money

Using deceptive patterns to trick people into using products, subscribing to services, or sharing personal information is an easy way for companies to increase revenue.

The Real Cost

While deceptive patterns may provide short-term financial gains, they create bad user experiences and damage long-term relationships with customers.

Caution

Remember: Good UX benefits both the user and the business, not one at the expense of the other.

Impact on Users and Society

Psychological Effects

Consumer Awareness: Today’s consumers are more aware of advertising tricks, but deceptive patterns are designed to be difficult to identify

Stress and Anxiety: Unexpected charges, forced subscriptions, and manipulative tactics create negative emotional experiences

Decision Fatigue: Constant manipulation makes it harder for users to make genuine choices about products and services

Comparison: Online vs. In-Store Experience

In Physical Store:

• Pushy salesperson repeatedly interrupting you
• Being told items are running out every 10 seconds
• Having unwanted products physically added to your shopping basket
• Constant pressure to sign up for store credit cards Result: You’d likely leave the store annoyed and empty-handed

Online Store:

• Same tactics implemented through interface design
• Scarcity messages, suggested add-ons, popup offers, hidden items in cart
• More subtle but equally manipulative Result: Users often complete purchases they didn’t intend to make

Attention Economy Impact

Notification Manipulation: Red notification flags trigger dopamine release, creating addictive behaviors

FOMO Creation: Fear of missing out when notifications don’t appear

Psychological Dependence: Users refreshing apps waiting for new notifications

Anxiety Induction: Negative feelings when expected notifications don’t arrive

Recognizing Deceptive Patterns

Warning Signs

• Unexpected charges or subscriptions
• Pre-selected items you didn’t choose
• Guilt-inducing language for opt-out options
• Artificially urgent messaging
• Suspicious scarcity claims
• Complex cancellation processes

Defense Strategies

• Read all terms carefully before agreeing
• Check shopping carts before completing purchases
• Be skeptical of urgent or scarce messaging
• Look for clear, honest communication about costs
• Choose companies that demonstrate transparent practices

Fighting deceptive patterns requires recognizing them first. Once you can identify these manipulative tactics, you can avoid using them in your own designs and make better choices as a consumer. The first step to fighting deceptive patterns is awareness - understanding how they work and why they’re harmful to users and society.