Dark patterns are user interface designs that trick users into making decisions they originally did not intend to make, such as signing up for something or buying something they didn't plan.
Some dark patterns may seem minor inconveniences, but others have more serious implications and are less than positive in shaping user experiences and customer journeys.
There are more than 16 types of dark patterns, and they can all be applied in various ways, all to trick the user into an otherwise unappealing act.
A 2022 study by the EU's Consumer Protection Cooperation Network found that nearly 40% of 399 retail websites assessed used dark patterns to trick users into purchasing.
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