Dark Patterns Unveiled: How to Identify and Avoid Deceptive Design Tricks

Dark patterns in UX using a misleading call-to-action button to trick users.

Dark patterns in UX are deceptive design tricks that lead users into actions they didn’t intend, like subscribing to newsletters, sharing too much data, or even getting charged.

We’ve all been there.

One click too fast, one shiny button too tempting, and bam—you’re in deeper than you meant to be.

These aren’t design accidents; they’re intentional user manipulation.

This blog examines the psychology, dangers, and alternatives to dark patterns and why ethical design isn’t just the right thing to do; it’s also better for business.

What Are Dark Patterns in UX?

Dark patterns are deceptive design elements that manipulate users into taking actions they didn’t intend, like signing up for unwanted newsletters, agreeing to hidden fees, or giving up more personal data than they realise.

Coined by UX designer Harry Brignull, dark patterns exist to serve business goals at the user’s expense. They work by exploiting:

  • Cognitive overload (“Just click to get it over with”)
  • Visual hierarchy abuse (“Make the bad option tiny and grey”)
  • Guilt or fear psychology (“No thanks, I hate saving money”)

Common Dark Patterns in UX (With Real-World Examples)

1. Bait and Switch — A Classic Dark Pattern in UX

  • What it does: Promises one thing, delivers another.
  • Example: A “Download” button that installs bloatware instead of the file you wanted.
  • ✅ Better UX: Be transparent with actions. Use plain labels: Download Now (PDF) or Subscribe to Weekly Insights.

2. Roach Motel UX: Easy to Enter, Hard to Escape

  • What it does: Easy to get in, hard to get out.
  • Example: You can sign up with one click, but cancelling requires calling customer service.
  • ✅ Better UX: Offer frictionless exits. If users want to unsubscribe, let them do it in 2 clicks—respect = retention.

3. Hidden Costs in UX Design: Deceiving at Checkout

  • What it does: Adds extra fees at checkout.
  • Example: You’re ready to pay $20… then suddenly there’s $8 in “processing fees” on the last page.
  • ✅ Better UX: Show total costs upfront. Price transparency builds brand trust.

4. Forced Continuity – How UX Traps Users in Unwanted Subscriptions

  • What it does: Free trials that silently become paid subscriptions.
  • Example: “30-day trial!” — but you’re billed forever if you forget to cancel.
  • ✅ Better UX: Remind users before billing. Give precise trial end dates and make cancellation easy.

5. Confirmshaming – The Guilt-Driven Dark Pattern in UX

  • What it does: Guilt-trips users into action.
  • Example: A pop-up that says, “No thanks, I hate learning”, if you decline to subscribe.
  • ✅ Better UX: Use respectful, neutral language. Opt-outs shouldn’t come with insults.

Why Dark Patterns in UX Are Dangerous

  • ❌ They erode user trust. The internet doesn’t forget. A bad UX today becomes a viral tweet tomorrow.
  • ❌ They invite regulation. Laws like the GDPR and California’s CCPA now target deceptive UX, and more are coming.
  • ❌ They backfire. Trick someone once, and they churn. Treat them right; they stay loyal.

Bottom line: If your product needs a trick to win users, the problem isn’t the user. It’s the product.

How to Design With Integrity (And Still Win)

Designing ethically doesn’t mean sacrificing results. Ethical UX outperforms dark patterns over time by:

  • Improving user satisfaction
  • Increasing retention and referrals
  • Building brand reputation and compliance

Here’s how to stay on the light side:

1. Start With Empathy

Design every interaction with the question:
“What would I want if I were the user?”

2. Prioritise Clarity Over Cleverness

Avoid dark UX copy like “Don’t click this unless you hate money.”
 Instead, use clear CTAs like: “No, I’ll skip the discount.”

3. Give Real Control

Let users customise settings, opt out, and delete accounts without hoops. Empowered users = happy users.

4. Conduct Ethical Design Reviews

Before shipping, ask:
✅ Does this design respect user intent?
✅ Is it honest in labelling and flow?
✅ Would I recommend this experience to a friend?

Authentic Brands That Got It Right

  • Duolingo: Offers a transparent subscription with clear options, no guilt trip.
  • Slack: It makes cancelling easy and even gives feedback options for improvement.
  • Basecamp: Simplifies plans, has no surprise charges, and offers one-click cancellation.

Ethical UX is becoming a differentiator. In a crowded market, trust becomes your sharpest edge.

Call It Out, Clean It Up, Do It Right

If you’re a designer, developer, or product lead, now’s the time to lead the shift. Review your flows, identify dark patterns, and replace them with UX that empowers users.

And if you’re not sure where to start?

Cloud Technology Hub offers UX audits and ethical design workshops for teams building digital experiences rooted in trust, transparency, and performance. Let’s clean up the web, one interface at a time.

Ready to lead with light?
Contact Cloud Technology Hub for a strategy consultation, or subscribe to our newsletter for more tips.