A user interface or experience design intentionally structured to manipulate or trick users into taking an action they wouldn't otherwise choose — such as a deceptively worded checkbox, a hidden unsubscribe link, or a hard-to-find "decline" option next to a prominent "accept."
Why it matters
Beyond the ethical concerns, dark patterns are increasingly the direct target of regulatory action and litigation, and even short-term conversion gains from manipulative design tend to come at the cost of long-term trust and brand reputation.
In a sentence
"The pre-checked upsell box at checkout was flagged in review as a dark pattern and removed before launch."
Related terms
- Often confused with: Persuasive design, nudge (legitimate design techniques that encourage a genuinely beneficial action through clarity and good defaults — the distinction from a dark pattern is whether the design serves the user's actual interest or exploits their inattention against it).
- Synonyms: Deceptive design pattern.