The Psychological Effects of Dark Patterns

Abstract

Dark patterns are design elements in a website/app (or any online interface) designed to gear users into performing certain actions on the interface. By applying human psychology and user interface design (UI/UX), web engineers manipulate users into following prescribed behaviors without the user’s knowledge. Using dark patterns, the users can often be negatively impacted while the web publisher benefits. Dark patterns have become highly prevalent online;however, they are difficult to catch and avoid. Educational tools of  dark patterns may spread awareness of their designs and protect online users against their harmful psychological and material impacts. In this project, I designed a  collection of interactive simulations that mimic real-life examples of dark patterns. With this project, I created a platform in which users can be educated about dark patterns potentially increasing their visibility while browsing the internet. Additionally, I conducted a user behavioral survey on the after-effects of dark patterns and more. The survey was conducted in November of 2022, and had 25 participants in it. I found that the most common dark patterns amongst users are Triggering Fear of Missing Out and Disguised Ads. According to the survey results, most users noticed a loss of trust after experiencing dark patterns.