by Mark | Aug 2, 2024 | Web Design, Web Design Trends
At Web Professionals Global, we monitor the latest trends in the world of the web to keep our members informed. Today we are exploring the concept of “dark patterns,” a term coined by user experience designer Harry Brignull in 2010. Dark patterns refer to deceptive design techniques used to manipulate users into taking actions that benefit the service provider, often at the user’s expense. These manipulative tactics exploit cognitive biases and can be found in various digital environments, from e-commerce websites to social media platforms.
Overview
Dark patterns are carefully crafted to mislead or coerce users into actions they might not otherwise take. Unlike straightforward user interface designs that prioritize transparency and user autonomy, dark patterns often obscure important information, create confusion, or exploit psychological triggers to achieve their goals. These tactics can manifest in numerous ways, each serving a specific purpose. Let’s explore some common types of dark patterns:
- Bait and Switch: This pattern involves promising one thing but delivering another. For instance, a user might click on a seemingly harmless button expecting one outcome, only to be met with an entirely different result, such as being signed up for a subscription service they did not intend to join.
- Hidden Costs: During the checkout process, additional fees or charges are often added at the last minute, catching users off guard. These hidden costs can range from shipping fees to obscure service charges, making the final price significantly higher than initially anticipated.
- Forced Continuity: Users are required to provide payment information for a “free trial,” and the service provider automatically charges them once the trial period ends, often without sufficient notice. This tactic relies on users forgetting to cancel before the trial expires.
- Privacy Zuckering: Named after Facebook CEO Mark Zuckerberg, this pattern tricks users into sharing more personal information than they intended. Privacy settings may be confusingly worded or default to more invasive options, making it easy for users to inadvertently expose their data.
- Misdirection: By emphasizing certain elements and downplaying others, this pattern guides users toward actions that benefit the service provider. For example, a brightly colored “Accept” button may be prominently displayed, while the “Decline” option is smaller and less noticeable.
- Confirmshaming: Users are guilt-tripped into taking a particular action. For instance, when attempting to decline a service or opt-out of a subscription, users might encounter messages implying they are making a poor choice or missing out on something important.
- Disguised Ads: Advertisements are made to look like legitimate content, leading users to click on them unintentionally. These ads often blend seamlessly with surrounding content, making them difficult to distinguish.
The Psychological Basis of Dark Patterns
Dark patterns exploit a range of psychological principles and cognitive biases to achieve their manipulative goals. Some of the key psychological mechanisms at play include:
- Loss Aversion: People are generally more motivated to avoid losses than to acquire equivalent gains. Dark patterns exploit this by making users feel they are missing out on something valuable if they don’t comply.
- Social Proof: Individuals tend to follow the actions of others, assuming that those actions are correct. Dark patterns can create a false sense of popularity or urgency, pushing users to conform.
- Anchoring: The tendency to rely heavily on the first piece of information encountered (the “anchor”) when making decisions. Dark patterns use anchoring to influence users’ perceptions of value and cost.
- Default Bias: People are more likely to go with default options rather than changing them. Dark patterns exploit this by setting default choices that benefit the service provider, often at the user’s expense.
- Scarcity: The perception of limited availability can create a sense of urgency, prompting users to act quickly. Dark patterns often use countdown timers or low-stock messages to pressure users into making hasty decisions.
The Impact of Dark Patterns
The impact of dark patterns on users can be significant and multifaceted. Some of the key consequences include:
- Financial Loss: Hidden costs, forced subscriptions, and other deceptive tactics can lead to unexpected financial charges, straining users’ budgets.
- Privacy Invasion: Manipulative privacy settings and data-sharing practices can result in the unauthorized collection and dissemination of personal information, compromising users’ privacy and security.
- Erosion of Trust: When users realize they have been manipulated, their trust in the service provider erodes. This loss of trust can extend to the broader digital ecosystem, making users wary of online interactions in general.
- Mental Fatigue: Navigating deceptive interfaces and dealing with unexpected outcomes can lead to frustration and mental exhaustion, diminishing the overall user experience.
Addressing Dark Patterns
The prevalence of dark patterns has sparked a growing movement to address and mitigate their use. Several strategies can help combat dark patterns and promote more ethical design practices:
- Regulation and Legislation: Governments and regulatory bodies can enact laws and guidelines to protect consumers from deceptive practices. For example, the European Union’s General Data Protection Regulation (GDPR) includes provisions that address manipulative consent mechanisms.
- Industry Standards: Industry organizations can establish best practices and standards for ethical design, encouraging companies to prioritize transparency and user autonomy.
- Education and Awareness: Raising awareness about dark patterns among users can empower them to recognize and avoid manipulative tactics. Educational initiatives can also inform designers about the ethical implications of their choices.
- User-Centered Design: Prioritizing user needs and preferences in the design process can help create more transparent and user-friendly interfaces. This involves conducting user research, testing, and iterating based on user feedback.
- Transparency: Clear and concise communication about terms, conditions, and costs can build trust and reduce the likelihood of users feeling deceived. Transparent design fosters a sense of honesty and respect for the user.
Conclusion
Dark patterns represent a troubling intersection of design and manipulation, where user experience is compromised for the benefit of service providers. As digital interactions become increasingly integral to daily life, the ethical considerations surrounding design practices are more important than ever. By understanding the various forms and psychological underpinnings of dark patterns, users can better navigate the digital landscape, while designers and policymakers work toward creating a more transparent and user-centric online environment. In the end, the goal should be to build trust and foster positive, respectful interactions that prioritize the well-being of users.
We encourage you to only hire professionals who have committed to a code of ethics (our code of ethics is linked here – we encourage members and non-members to commit to ethical web design and development). Reach out to us today to find out more about the work we are doing.
by Mark | Apr 30, 2024 | AI and Machine Learning, CSS3, Industry News, Web Accessibility, Web Design Trends, WWW Desktop View
As April is ending, I thought it would be a good time to review articles of interest which I have been reviewing this month (and articles members and colleagues have made me aware of). As readers know, web technologies are always evolving. This is that keeps me interested in all things web (and has for well over three decades).
Accessibility
New software has been developed to enable blind and low vision users to create interactive, accessible charts. The software is called Umwelt and was created by researchers at MIT and University College London. The software is designed for screen reader users.
AI
If you happen to own an iPhone (and it is newer than 5 years old with iOS 17), there are AI features available to you now. These include cinematic video editing (subject can be detected and focus can be changed depending on the action). You can also use the Live Text feature to copy text from images. Yes, this has been around for a while, but has been significantly improved. You can also create stickers from your own photos. Obviously a lot more is coming with IOS 18.
A recent study also revealed a surge in the use of AI to enhance video accessibility. Wistia’s State of Video report is summarized in the linked article. Interestingly, part of the study also found that shorter videos are not necessarily that much more engaging. We encourage you to read the summary and the full report.
CSS
This article on CSS trends for 2024 is most interesting. It is amazing how much continues to evolve with this technology. From new color systems to subgrids to cascade layers, there are many changes happening. Frameworks such as Tailwind CSS, Chakra UI also continue to evolve. Readers are encouraged to check out the above linked article.
Web Design trends
Here are some web design trends emerging in 2024. These include: denser, richer graphics, AI generated designs, micro interactions, kinetic typography and much more continue to evolve.
WordPress
Given that this technology supports roughly 38% of websites, we thought readers might want to know what is new for developers with the release of version 6.5. For those who do not know, the next version (6.6) will drop support for older versions of PHP (7.0 and 7.1). The WordPress Playground continues to evolve and some enhancements are discussed in this article as well.
Those are some of the articles we found interesting in the past month. We are curious what you found interesting as well. Please let us know in the comments.
by Steve Waddell | May 24, 2022 | State of the Web, Web Design Trends
Mark DuBois, Executive Director of the Web Professionals Organization, shares his thoughts on the next 25 years of the world of the web and technology trends. Mark was asked to take over the organization in April 2016 and has been running it ever since as Executive Director. Click here for Mark’s reflections on the first 25 years of the organization.
I will be the first to say that trying to predict the future of what technology trends and the web will look like is difficult. So take all of this with a grain of salt. These are all my opinions based on 30+ years experience on this stuff. I will start by saying that the web is about documents. When I say document, I don’t mean text-based materials. I use the word document to refer to a package of knowledge—in other words, an association of images, words, videos, sounds that come together as an element of knowing or understanding.
We will always need packages of knowledge from the past to inform how we behave in the present and future. If you don’t know how to build a fire, it would be handy to have a “document” informing you how to do so. And there will be a continued need to access documents in whatever form they may be in.
When Tim Berners-Lee created the first Hypertext Markup Language prototypes, what did he try to do? His focus was on making information available to anyone on any device at any time. In my way of thinking, that’s where the mission remains today. When I started working with web technologies in 1992, there was no CSS, no formatting of text (except by the browser), and no behaviors like JavaScript. There will probably be other stuff that we haven’t even thought about that will happen in the next 25. We will remain focused on the fact that we’re dealing with documents—we will need to archive them and make sure they are available. We will try to meet that original requirement for people to access documents on any device, at any time.
With the web, ideas can cross generations. You can access websites and content on your phone, tablet, Chromebook, laptop, and desktop—you name it. There are all sorts of different ways, but to me, documents are the key. And I think if we focus on documents, there is always going to be a need for archival retrieval of documents. In my mind, that’s the core purpose of the web.
In the next 25 years, there is probably going to be a much greater need for document retrieval—and not just here on Earth. Whether we have some kind of colony on the moon or Mars or more space stations floating around, we will still have documents and need ways to retrieve them. And given the distance that could be involved, retrieval is not going to be instantaneous. Your tweet could take up to 10 minutes to get somewhere—and things may have changed by then, right? The point is that there will still be a great need for web professionals—in the next 25 years and beyond.
Additionally, in the next 25 years, it is possible that 100% of planet Earth will have internet access thanks to technology like SpaceX’s Starlink. Anyone with an internet-connected device will be able to create and consume content, even with an inexpensive internet-connected phone. We are already seeing in real-time the impact of this, as Ukraine has benefited from Starlink satellites.
Remote working will also continue to play a massive role in the global economy. Because of this interconnectedness, it will continue to be easier than ever before to work with people around the world. Over the past several years, a lot of companies and organizations have figured out that employees don’t actually need to be together in a physical office. They are saving tons of money by not paying for office space, utilities and more. And employees are usually happier working remotely. They can spend more time with their children and less time sitting in traffic traveling to and from work. The whole nature of work is changing, and we’re never going back to the way it was.
We’re past the revolution phase, where we have a world wide web and so forth. We’re now into the evolution phase, where it’s just going to keep growing. As much as I hate to use the term, the next version will be Web 3.0. However, even as things improve, we’re going to take a step back for every two steps forward. For example, look at blockchain—it’s like we’ve taken a big step backwards in terms of robust user interfaces and accessible interfaces. But that’s going to happen repeatedly, as things evolve over time and new technology trends emerge.
One of my big passions has always been security. And we keep making the same security mistakes that we have in the past, which must change. Security is so important because of the vast amount of data that is being created each and every day. And this data is gold to those who wish to get their hands on it. The information that’s in your documents needs to be reliable and secure. And combatting things like deep fakes in the coming years will be increasingly difficult and require entirely new tools and approaches. In the coming years, two-factor authentication will not be powerful enough to protect highly sensitive information.
Another interest of mine is accessibility, which I think is going to remain a big issue and one of the most important technology trends. Although interfaces are improving, they’re not there yet. For example, Apple’s Siri feature often resembles a drunk elf when you try to dictate something to her. So those areas still need improvement in the coming years.
It used to be that you had a little bit of knowledge. And you could make a career in a corporation, because you were a keeper of that knowledge. Today, the best way to make a career is to be the one who is able to curate the content and distribute the knowledge to others. Keeping information secure and accessible is a big part of this.
The whole merging of artificial intelligence with documents is going to require things like blockchain, to make sure that information is valid. The whole point behind blockchain is that you’ve got an audit trail—and that audit trail cannot be changed. And if you apply it in terms of documents, to me, that’s a way of dealing with some of this AI-generated deep fake stuff that I guarantee is out there.
We Support Web Professionals in Adapting to Technology Trends
Part of our mission is to continue to develop and support a thriving professional community who are connected to the internet and prepared to meet the next technology trends. We take a big-picture look to make sure this community remains vibrant and sustainable to reach the next level and help others for years to come. We will continue to work with students, teachers, and working professionals to meet their needs. In the web industry, you need to know how to run a business, bring value to clients, and execute on your promises. We are preparing current and future generations to do just that. As we mentioned in the article about the past 25 years, our mantra continues to be “Community, Education, Certification.”
To be frank, we don’t know where this is all going. We have always made our certifications good for two years because of how fast the industry changes. We at the Web Professionals Organization are in it for the long haul. We will continue to evolve and adapt to whatever the web industry will look like next year, in five years, and in 25 years. Many associations that began around the time we were founded are no longer around. We are okay making mistakes and being wrong about the future—but we will always adapt. We look forward to what the next 25 years hold for the web industry. If you are reading this and would like to be a part of tomorrow’s technology trends, reach out to us today.
