Dark Patterns: When UX Crosses the Line

UX is about helping users — not deceiving them.

But somewhere along the way, some designs started doing the opposite.

You've probably seen it:

• A “Cancel” button that’s grayed out while “Subscribe” is bright and bold.
• A tiny “X” hidden in a pop-up to make closing it frustrating.
• A pre-checked box that adds extra fees or subscriptions during checkout.

These aren’t mistakes.
They’re dark patterns — deliberate design choices that trick users into doing something they didn’t fully intend.

What are dark patterns?

Coined by UX specialist Harry Brignull in 2010, dark patterns are user interface designs that benefit the business at the user's expense. Instead of guiding, they manipulate. Instead of empowering, they confuse or mislead.

They're often used to:

• Make unsubscribing difficult
• Push users toward paid options
• Collect more data than necessary
• Create false urgency or scarcity

And while they may increase short-term metrics (like conversion rates), they damage something far more valuable: trust.

Why dark patterns are a long-term risk

Users are becoming smarter. Regulations (like the EU’s DMA and GDPR) are getting stricter. And platforms like X (Twitter), Reddit, and TikTok are flooded with callouts and screenshots that expose shady UI.

In a world where trust is currency, honesty wins.

Ethical UX leads to:

• Higher retention and lifetime value
• Lower churn and complaint rates
• Stronger brand loyalty

Brands like Figma, Notion, and Apple thrive not because they trick people — but because they build products people love to use.

What ethical UX looks like

✅ Clear options
✅ Easy opt-outs
✅ Transparent pricing
✅ Honest copy and visuals
✅ Interfaces that empower users, not trap them

Design has power. As designers, we can choose to use that power with integrity — and help our clients win on trust, not on tricks.