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Comments on Dark Patterns: Deception vs. Honesty in UI Design
20 Reader CommentsBack to the Article
i'm fairly savvy in my web purchases but recently purchasing air tickets on orbitz.com i ended up somehow signing up for travel insurance. given i don't fly often, i have yet to duplicate the process that got me there, but i checked each step and yet this unwanted purchase still got applied to my creditcard. perhaps others have had similar experience.
If you're using deception, you're not _profiting_ from other people, you're _stealing_ from them.
*Profit* is the value you create for your customers. In every voluntary non-deceptive trade (including hours for dollars), both parties benefit according to their own values.
I don't think that honeybees lie when they waggle their tails and dance to show where the nectar is and how much of it there is. I often think of honeybees working hard with innocent enthusiasm as I look around at what people do.
Question: Thinking about the business model that offers a free trial (no credit card taken) and then stops access to the account after the trial period unless the user signs up for a paid account - is that deceitful or honest?
I think it is plainly honest, but I wonder what your view is?
I've not had the privilege (YET!) to be deceived by these practices (I read alot of the fine print and am generally a bit too overcautios), but I would probably NEVER go to a site like that any more…
And yes, it is stealing…but I guess, if you're in a hurry and fail to see that I guess it's your own personal fault for not being too careful IMHO…
This is simply sales 101.
I love the honesty of the author and how he paints the views from both a customer vs business slant.
The key here is highlighting what needs to be featured as a benefit to the user, and adds the most value to the business.
Burying facts within paragraphs and calling it deceitful may be left up for interpretation, however there is much to be noted here with this technique.
Which paragraphs are we addressing? Paragraphs within the content spaces on the user facing site? Or paragraphs within the fine print?
Users, more specifically, customers know enough to look for the ghost in the machine. How well important facts are buried and how shamelessly they are hidden falls upon the choice of the content creator. Things like "by signing up for this newsletter, you agree to forfeit your salary wages to us and give us your first born, really need to be brought to the front. But as for the usual legal or contest sweepstakes jargon, that can be placed moderately within the content as long as we are bringing attention to it somehow, (like "By checking this box, you confirm that you have read…)
Key issues that determine a sale or not can be brought to the users attention in a way that it's not highlighted.
I find these days that there not not too many, "By signing here you agree to give up your first born…" type flags that would hinder a successful sale online.
More and more, business are become very upfront and honest about revealing red flags to their users in order to avoid the backlash of social stigma.
A good company knows that it's not these "hidden deceptions" that drive business, but rather, its the social verdict and praise they receive providing a fantastic, hassle free user experience.
I'm not sure what it says about human behavior when it comes to business settings or opportunities for making profits, but it seems that we need reminders like this about being honest. I cringe whenever a misleading design concept is thrown on the table for consideration. It should not be done and I don't understand why people think that since it's 'business' that being dishonest is ok.
Very nice and informative post. Keep up the good work. Please remember that i m waiting for your next awesome post…
This is all true. But consumers need to be wary in any transaction both on and offline. I'm glad there's a group keeping designers aware of this trend. What's the best way to educate colleagues on the risks if the company insists on using these methods? Also, there must be a way to alert users during or after a testing scenario and to get their reaction to these methods.
First of all thank you Harry Brignull on what was a well thought out and concise article dealing with a subject that has in a wider framework taken up too much of my working life. This is the first time that I have seen someone approaching this in a scientific and logical manner and I was pleased to have at last found someone who has written about what I would term "the ripp-off" in such a formal way.
My own contribution is simply to suggest that this "style" of business has been going on since man first started "dealing", and realise that if he presented his goods in one way then he stood a better chance of getting them sold. I ask the others then if they are happy to accept an increasing shamelessness of business people to take advantage of people who:
1. Cannot read small print.
2. Cannot read light grey print against a slightly darker background.
3. Do not have time to read many many pages of technical gargon to find out if there is a "conn" somewhere (Apple, while selling iPods, present hours of reading material to customers who have already paid the money, to find out that they are restricted in ways that only a lawyer specialising in this subject will be able to understand, let alone decide one way or the other).
4.Are not prepared to be vigilent every time they buy something but wish to relax and have an enjoyable time "shopping" rather than be constantly on the look-out, even with "reputable" companies.
We are all going to get old and decrepid and vunerable. We will thus be subject to the various "tricks" that the new generation can think up to "make a buck" from those who have reached that stage and find it perfectly legitimate if the customer is "not in his right senses" to "take the profit".
The only way to stop this trend, as indicated, is to present the profit takers with some consumer "tricks" which some of us are now keen to use. These can be spread through sites such as this, through "consumer rights" services and any other "legitimate" path, in order to protect ourselves against unethical sales methods. It is this dark-pattern defence (DPD) which I find most constructive, and is an ever increasing self-defence mechanism which is necessary in order to partake of the "western free market". It will continue to expand and pass from word of mouth and mail to mail, but will remain "underground" so that those using unethical techniques will slowly see their margins fall unless they use more and more devious methods to catch the customer. This will be their own self-destruction, the results of which are happening right here and now on the streets of all our capitals all over the world. Those who remain at home afraid but nodding in agreement are possibly an unrated majority?
It is in some sense a war and of course it is much more interesting to be on the side of the common man rather than the "big industry", since as we see in real wars, when the common man is equiped with some solid techniques (remember the French Resistance, or more up to date Afghanistan?), no matter how large the weapons, no matter how much finance has been invested into tricking people, the common man will retain his human kind self, as long as he remains conscious of the fact that it is only "money" that these others are after, and not his soul.
I agree that many websites are using deceptive techniques (save the worst for last) but the good guys should shame their more nefarious competitors. I'd love to see websites stating "we do not charge a credit card processing fee - why should we?" and I'm sure customers would react positively.
Marketing gets a bad reputation because scammers use marketing and some marketer push the boundaries.
Marketers can learn from these examples and increase response rates, affect customer behaviours… but should think about the long-term.
Long-term your image, reputation, trustworthiness and a loyal customer base who are willing to recommend you is a more sustainable business model.
This is a really interesting article. As a junior website designer with a highly honest firm that aids in website design and branding for small businesses, I feel as though we tend to naturally and unknowingly steer away from dark patterns. And it seems like this issue is more prevalent with ecommerce and larger businesses. But because honesty and straight-forward language is a very integral part of designing an honest, successful website, this is a great reminder to keep this idea in mind when designing to make sure customers of our clients fully understand the nature of our clients business. Thanks for a fascinating thought-evoking article!
Delta.com is very sneaky and charges a $420 international travel fee (yes, no kidding) to make the "price" of the ticket seem lower. Moreso durig the checkout process they make it seem like it's an additional fee to the government imposed TSA security fee (which by comparison is a lot smaller). The initial reaction is to get pissed at the govt. and think that all airlines have it, but it reality it's just what Delta charges directly in addition to the "price". Beware!
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I agree with some of the sentiment expressed in the article. But the kind of 'deception' being used here seems no different to any other form of marketing or sales technique.
I suppose the question is should web professionals really try to hold themselves and their clients to a higher standard than the rest of the marketing/sales world.
Yes, sometimes it pays off if your site gets a reputation for being particularly honest, but in general you're just throwing sales opportunities away - and most of us aren't in that business.
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I think it is plainly honest, but I wonder what your view is?


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Rebecca and I deeply respect both Charles Harbutt and Joan Liftin as photographers, as teachers, and as editors/book makers. When we first started exploring the notion of putting together our joint Cuba book, we sought out Charles' and Joan's opinions, and one of Joan's suggestions about the sequence of the opening spreads significantly improved the book. Their advice tends to illuminate and to cut straight to the heart of the matter, often tinged with a delightful sense of humor. Our work –– and our lives –– have been enriched by knowing them.––Alex Webb
I love this picture of Charlie's because it's light as air, as ephemeral as the moment that produced it, a curl of smoke and rays of light in a shuttered hotel bedroom in Arles, 1975.
The photo is introspective and inviting, even dreamy, containing the strong hint that it is the result of just one too many tokes. We can't read the picture on the wall but it provides balance and mystery.
But who ARE those people in the smoke?––Joan Liftin
When I first saw this picture, I felt immense loneliness. I think it let me feel what Joan was feeling in that desolate British Railways compartment rattling down to London to go to her father's funeral. The wild trees outside. The bird at first seems poignant, fleeing. Then I realize the picture is about the bird. Not fleeing so much as flying free outside the sadness. The picture is a Zen metaphor if Zen has metaphors. You can't feel what someone is feeling when they giggle at a joke, or say "I love you." But with her picture you can see (and feel) what she saw and felt. Anyway all that is what I like about this picture of Joan's.––Charles Harbutt
Joan Liftin, often mistaken for Marilyn Monroe, is the author of 'Drive Ins". She was Director of Magnum's Photo Library and Chair of ICP's Documentary Education Program. She has edited a number of photo books.
Charles Harbutt has published two books and one monograph of his work: Progreso: Navarin Editeur, Paris, 1986 (English edition: Actuality Inc., NYC, 1987); Charles Harbutt: I Grandi Fotografi: Editoriale Fabbri, Milan, Italy: 1983; Travelog: MIT Press, Cambridge, 1974. For the first 20 years of his photographic life, Charles Harbutt was a photojournalist, working mostly through Magnum Photos (of which he was twice president). In the past year, he exhibited at the Bibliotheque Nationale, the Vienna Museum and Stockholm's Moderna Museet. He is currently an associate professor at Parsons, the New School for Design where he has never been mistaken for Joe DiMaggio.
For more about them and their work go to:
In the comments section this week, Alex and I are asking for suggestions for our next FotoForum (our first one was "On Fear and Photography, Oct. 5, 2009). Thanks in advance for your suggestions.––Rebecca Norris Webb

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The Photography Club and All About Art Club will host a side-by-side show and sale, "Double Vision" reception from 5 to 7 p.m. Thursday at the art studio.
The exhibit will run through April 7. Meet the artists and photographers while enjoying live music.
AARP Driver Safety courses for March
A 4-hour AARP Driver refresher course will be held from 9 a.m. - 1 p.m. Saturday at Pinckney Hall in Sun City. For those who wish to participate for the first time or who have let their insurance discount lapse, a 6-hour class will be offered from 9 a.m. - 3 p.m. March 18 at Hidden Cypress.
For details, call Joyce Tartow at 705-5692 or email@example.com or sign up at Lifestyles in Pinckney Hall. Be prepared to meet the ever growing challenges of driving in and around the Bluffton Area. Discuss specific issues in relation to community involvement. Learn how to deal with the realities and dangers of driving as you age.
Find out about new laws, changes in the law, gated community and insurance requirements and how we can best deal with road reconstruction issues. Join in discussions with other Active Adults as to how best to deal with the aspects of senior life that may limit our driving ability. After participation in a class an insurance discount certificate will be awarded.
State of Bluffton address is March 13
The League of Women Voters of Hilton Head Island/Bluffton area will host a public meeting at 10 a.m. March 13 at the Lowcountry Presbyterian Church fellowship hall.
Bluffton Mayor Lisa Sulka will talk about the State of the Town of Bluffton and will answer questions following her presentation.
For more information, contact Fran Holt at 837-3436 or email@example.com.
Sea Island Quilters to meet Thursday
The Sea Island Quilters will meet at 6 p.m. Thursday at Praise Assembly, 800 Parris Island Gateway. The speaker will be Peggy Moyer discussing the 'Challenge Quilt.'
For details call Nan Brown at 828-989-7477 or Diana DeWitt at 379-3353.
Rent-A-Master Gardener program offered
Lowcountry Master Gardener Association is offering homeowners gardening expertise through the Rent-A-Master Gardener program for a $50 fee.
A team of Clemson-trained master gardeners will make a one-time "house call" to a property, answering any questions then provide guidance on good gardening practices and plant selection.
The fee includes submission of a soil sample to Clemson scientists for analysis and a written report to the homeowner containing the team's observations and recommendations.
Proceeds from the program are to benefit the Association's philanthropic, educational and beautification projects in Beaufort and Jasper counties.
For more information, call 650-400-7231 or go to lowcountrymga.org.
Senior living symposium set for Tuesday
Those preparing for their own senior living or seeking support for a loved one are invited to a free symposium on from 2-3:30 p.m. Tuesday at the SHARE Senior Center, 6 Office Way, Suite 915.
There will be presentations on medical support services, aging planning and management, aging in place, and residential communities.
Guests will then join small discussion groups on each topic for questions and answers. Complimentary, light refreshments will be provided.
For more information, contact Jennifer Beckley at 785-6444 or email@example.com.
Beaufort County hazardous materials roundup to be held Saturday
Beaufort County is providing a chance to get rid of leftover cleaning products, harmful chemicals or expired medications for free.
The event will be from 9 a.m. - 3 p.m. Saturday Bluffton at the County Public Works South facility, 9 Benton Field Road. The list of products containing contaminants includes such things as cleaning materials, batteries, paints, turpentine, antifreeze, oil, gas, insecticides, poisons, photo and hobby chemicals, fire extinguishers, fluorescent bulbs of all types, propane tanks and any other products that have labels containing the words, warning, danger, or caution.
For more information about recycling and waste disposal, call Carol Murphy at 255-2734.
Cooks & Books event set for Sunday
The annual Literacy of the Lowcountry's Cooks & Books celebration is from 11 a.m. - 2 p.m. Sunday at the Westin Hilton Head Island Resort and Spa.
Tickets are $15 in advance and $20 at the door. The ticket includes unlimited tastings, access to the Lowcountry authors, the chefs' competition, "The Heat is On" and the opportunity to vote for a favorite tasting.
The Cooks & Books preview party is from 6 - 9 p.m. March 1 at TidePointe. There will be a buffet, desserts, open bar and silent auction. Tickets are $85 in advance.
For more information, call 815-6616 or go to lowcountryliteracy.com.
Hospital Auxiliary Gift Shop needs volunteers
The Hospital Auxiliary Gift Shop at Coastal Carolina Hospital is looking for volunteers. The Hospital Auxiliary is a nonprofit organization.
All proceeds from the gift shop benefit the Auxiliary Caring Touch Program, which provides medications to those in the community in need.
For more information, call the Auxiliary office at 689-8246.
Bridge lessons offered in March
Basic modern bridge lessons will be from 2 - 4 p.m. Saturday at Yemessee card room through the next eight weeks. The lessons will be taught by Kathie Walsh, Hilton Head teacher who won The American Bridge Teachers Association "Teacher of the Year" in 2011.
Sign in is from 1:30 to 1:45 p.m. There is a fee of $10 per lesson. For more information or to sign up to receive Kathie's weekly lesson preview, contact her at firstname.lastname@example.com or 689-6239.
Girl Scout cookie season continues
Pre-sale delivery continues through Thursday and booth sales begin Friday and continue through March 17.
A new cookie with a tropical taste will make its debut, adding some flair to the traditional chocolate, peanut butter and shortbread tastes associated with classic Girl Scout cookies. Cookie packaging will also be changing, focusing on the five skills girls learn when participating in the cookie program - goal setting, decision making, money management, people skills and financial ethics.
The boxes will now reflect what buying a box of cookies really does - helping girls become the leaders of the future. In addition, Friday has been designated National Girl Scout Cookie Day.
For more information on Girl Scouts of Eastern South Carolina, call 552-9910 or go to www.girlscoutsesc.org.
Freedom from Smoking program
Beaufort Memorial's LifeFit Wellness Services offers the American Lung Association's Freedom from Smoking program.
Classes will be held from 5:30-7:30 p.m. and there are two quit series available. One 8-class series will be held on Tuesdays, through March 12 with an extra support session to be offered Thursday - two days after "quit day." The second quit series will be held Mondays through April 8 with an extra support session offered Wednesday, March 20.
Participants will receive a Freedom From Smoking workbook, a relaxation CD and helpful handouts.
The cost for the course is $30. Class size is limited and reservations are required. To sign up, call 522-5570.


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Minniesmandelbrot needed a new logo design and created a contest on 99designs.
A winner was selected from 31 designs submitted by 10 freelance designers.
Minnie's Mandelbrot
My company Minnie's Mondelbrot is a 150-year-old recipe brought, by my great grandmother, from Eastern Europe. This cookie/biscuit is a softer version of biscotti that is typically enjoyed with coffee or tea. The 'original' flavor is a cinnamon-sugar walnut raisin, but the Mini's Mandel Bread also makes raspberry, blueberry, dark chocolate walnut, almond and peanut butter. They are also available in mini with Minnie's Minis.
I would like a double M (MM) on top and then underneath it I would like it to say Minnie's Mandelbrot. in between the MM and the Minnie's Mandelbrot I would like a rolling pin in between that and on the rolling pin it should say (Four Generations/4 Generations/4th Generation--something like that). I thought about maybe having a hand passing the rolling to another hand (symbolic of the passing on of family tradition) but would like to see it with and without--I dont want anything cartoonish though. The cookie is also from belarus and the state flower of belarus is the common flax so maybe incorporating that somehow, but could also be too busy potentially. Keywords for association -- yummy, traditional, comfort.
Find out how a design contest works or learn more about our logo design services.