Dark Patterns in UX: What to Avoid

There are a few guidelines for the UX design sector. However, at the same time, some patterns are, let's say, in violation of those principles and are regarded as less ethical.

76% of 642 subscription-based websites and apps in a global review used at least one dark pattern, and 67% used several deceptive strategies (e.g. sneaking, forced continuity) [1].

In UX design, we're talking about dark patterns UX design. These patterns are frequently used to describe manipulative elements that deceive users into performing actions they may not have intended.

This in-depth post will show you one of the most well-known dark patterns, explain why you should stay away from them, and show you how to do it in your upcoming projects.

Dark patterns are design strategies that trick users into performing particular actions or divert them from an intended action, such as downgrading or unsubscribing.

In 2025, a thorough online experiment revealed that in a nutrition-tracking app prototype, both mild and extreme dark patterns significantly increased engagement metrics like data sharing, newsletter sign-ups, and acceptance of free trials. But they also damaged user confidence, especially in relation to transactional and emotional aspects [2].

Legal opposition to dark patterns is growing. Today, laws like the EU's Digital Services Act and the California Consumer Privacy Act (CCPA) forbid manipulative design strategies like misleading language and hidden opt-outs that impede user consent.

Human psychology is exploited by dark patterns

Because they routinely use websites and applications in similar ways, consumers have grown to anticipate certain features to be present in particular areas, such as a menu bar at the top of the page or a "next page" button at the bottom right. As a result, when a person views a website, they will continue primarily on the visual signals they connect with certain actions rather than attentively reading the entire material.

“Dark patterns use aspects of the choice architecture and psychological weaknesses 
to manipulate users. The status quo bias, which holds that users prefer and stick with 
preselected default options, is illustrated by the following example.” [3]

By hiding opt-ins or hidden clauses in places where users wouldn't typically look, dark patterns UX design will exploit the way users naturally navigate websites and apps.

Dark patterns might hurt a brand's reputation

Nobody enjoys being duped, especially by a company that they believed was looking out for their best interests. It's also important to remember that not all dark patterns are hidden from users: some are more obvious than others, and they can lead to unpleasant user experiences, resulting in negative feedback and a complete loss of confidence.

According to a study, 60% of users are unlikely to visit a website again following a negative user experience, highlighting the significance of clear and intuitive design [4].

To determine whether a brand is worthwhile these days, the majority of consumers mainly rely on user reviews and experiences. You could lose both current and potential clients if word gets out about dishonest or misleading business practices.

Dark patterns go against the principles of good UX

Perhaps the most compelling argument against the use of dark patterns is that they are fundamentally counterintuitive to good UX design. UX design is concerned with understanding user needs and promoting them at every stage of the product design process to ensure that the user has a positive, seamless experience. After all, a happy customer will really want to use your app or website again.

“In order to provide users with a smooth and intuitive experience, effective UX aims to reduce cognitive load and friction. Dark patterns purposefully impede user goals by creating friction and confusion.” [5]

Each of the various types of dark patterns is intended to subtly or overtly manipulate users. Knowing the various kinds of dark patterns makes it easier for designers to know what to avoid and emphasizes the possible negative effects of these strategies. The following table lists some of the most prevalent dark patterns, describes how they work, and lists the detrimental effects they may have on users and brands.

The first step in creating moral, approachable interfaces that value openness and user respect is identifying these trends. Avoiding dark patterns protects your brand's reputation and long-term success in addition to helping to protect your users.

Fundamentally, ethical UX design is about treating users with respect, not as manipulable metrics, but as individuals with objectives, rights, and expectations. This idea is directly contradicted by dark patterns, which purposefully deceive or coerce users into taking actions that advance corporate objectives at the expense of user welfare. These tactics violate the spirit of user-centered design by taking advantage of cognitive biases and user trust, whether it's deceiving someone into disclosing personal information or making it difficult to terminate a subscription.

However, ethical design is becoming more and more of a legal requirement, not just a philosophical position. Regulators are taking tough measures against manipulative interfaces all over the world. Certain dark patterns that obstruct unambiguous user consent are expressly prohibited by the California Consumer Privacy Act (CCPA) in the United States. In a similar vein, misleading interfaces on all platforms are forbidden by the Digital Services Act (DSA) of the European Union, which goes into effect in 2024.

Being open and truthful when designing not only helps you stay out of trouble with the law, but it also increases user satisfaction, trust, and long-term client loyalty. Aligning user and business success is the goal of ethical UX. Users are more likely to interact with a product, use it again, and refer others to it when they feel valued and empowered.

As we've seen, while dark patterns can yield short-term benefits, they come at hidden costs: damaged reputation, legal exposure, and diminished trust. The substitute? a straightforward, moral UX strategy based on openness, respect, and clarity. This is about creating products that people truly trust and want to use again, not just about doing the right thing.

This philosophy is embodied by agencies such as Gapsy Studio. Every interaction is guaranteed to respect user intent and privacy thanks to their emphasis on user-centered design, thorough UX audits, and ethical frameworks. They create interfaces that encourage interaction without sacrificing integrity by giving usability, accessibility, and open communication top priority.

1. UX Tigers. (2024, July 12). UX Roundup: The hidden influence of dark patterns. https://www.uxtigers.com/post/ux-roundup-20240712
2. Alfakih, T., & Afshan, N. (2025). Deceptive by design: Assessing the impact of UX dark patterns on engagement and trust in digital products. ResearchGate. 
3. Mathur, A., Acar, G., Friedman, M. G., Lucherini, E., Mayer, J., Chetty, M., & Narayanan, A. (2022). Dark patterns at scale: Findings from a crawl of 11K shopping websites. Business & Information Systems Engineering, 64(3), 307–323. https://doi.org/10.1007/s12599-022-00783-7
4. Xigen. (n.d.). The dark patterns report. https://xigen.co.uk/reports/the-dark-patterns-report/
5. Interaction Design Foundation. (n.d.). Dark patterns. https://www.interaction-design.org/literature/topics/dark-pattern