Deceptive Patterns
Designs that trick or pressure people into doing what they would not otherwise choose.
Why it matters
They lift a number for a while, and they cost trust, complaints and sometimes fines. Common ones are confirmshaming, which guilts people through the wording of a choice, and the roach motel, which is easy to enter and hard to leave.
How to use it
- Make no as easy as yes.
- Make leaving as simple as joining.
- Never use guilt to win a click.
- Measure trust and retention, not just the number the trick lifts.
Example
One tap to subscribe, but a phone call and a 30-day wait to cancel, is a roach motel.
Watch out
A short test will show these winning, because the cost arrives later. Many privacy and consumer laws now ban them.