In a digital landscape where deception thrives, the article “Dark Patterns: Deception vs. Honesty in UI Design” by Harry Brignull outlines the intricate world of “dark patterns” within websites. The reality of the matter is that in the realm of web design, there are web designers who put aside their morals to exploit customers in order to maximize profits. The first method is by concealing hidden costs during the checkout process. Deceptive user interfaces are best used when they are done subtly. For instance, they add processing fees that are small enough to keep the customer from leaving because they understand that it can be easily overlooked. Evidently, this tactic decreases checkout abandonment rates and increases profits.

The next form of manipulation comes from free trials with upfront credit card details. This tactic is known as forced continuity and affects thousands of users daily. There are companies on both sides of the spectrum: those with ethics and those who lack morals. Companies like Apple’s MobileMe exemplify an honest and user-centered approach. They clearly communicate the terms and conditions with the user, and send out reminders before their free trial rolls over into a paid plan. Conversely, some companies will also be upfront about their policies, but will not send out reminder emails, which can potentially lead to unintentional charges. I recently had an experience with a company that was not upfront about its membership policy, and I unknowingly paid for a membership for about three months. The website required an account to make a purchase, but when I signed up for an account, it also signed me up for a membership. After I noticed the charges on my account, I tried to file a claim with my bank but was unsuccessful. I felt betrayed by the company, as I was horrified by my experience.

After reading about the dark patterns in web development, I am left to wonder if there are any benefits to this strategy. Implementing dark patterns in web development can only offer short-term advantages for businesses by enhancing conversion rates, driving sales, and maximizing profits. Moreover, these deceptive strategies can manipulate user behavior, resulting in increased opt-in rates, and higher purchase volumes, but at what cost? If anyone has ever had a similar experience to mine, I can confidently say that these tactics will drive the consumer away in the long run.