
The website is filled with many manipulative elements and dark patterns. I actually went through this website before when I was doing my Bachelor’s in Design. Still, I had forgotten how frustrating it was to complete.
Some of the main dark patterns I noticed were:
- Hidden close buttons
- Confusingly coloured toggles/confirm buttons
- Misleading language
Other poorly designed UI elements included:
- Opposing checkboxes
- Misaligned or hidden objects
- Placeholders that do not disappear
It was annoying to get through the website, and I got caught a few times by the intentionally bad design. It sort of made me think of older websites, at a time where websites were not so optimized – except on purpose.
In addition, it made me reflect on the state of the internet today. I often forget how the internet “truly” looks, since I have ad-blockers and many other extensions to enhance my browsing experience. When I see an older family member without adblock use the internet, I am shockingly reminded of how the internet looks to those users, and I am appalled. This website reminded me of the shock I experienced when seeing webpages full of popups and advertisements.
Dark patterns exploit gestalt principles, which are psychological guidelines that control how we perceive and interpret web-based design (Interaction Design Foundation – IxDF, 2016). Dark patterns are embedded in everyday life and many online applications. For example – McDonalds kiosks used to show sizes from large to small, assuming you might click the leftmost option. In addition, websites like Temu place countdown timers, stock indicators, and offer “limited time discounts” to pressure users into completing their purchases. These are unethical ways to get users to spend more money. fern (2024) discusses how the kiosks make more money than cash register purchases using bundling and creative psychology on consumers.
References
Bagaar. (2019). User Inyerface [web game].
Brignull, H. (2011). Dark patterns: Deception vs. honesty in UI design. A List Apart, 338.
fern. (2024, July 30). The $2.1 Billion McDonald’s Machine. YouTube. https://www.youtube.com/watch?v=BKX6EhDrgqQ
Interaction Design Foundation – IxDF. (2016, August 30). What are the Gestalt Principles?. Interaction Design Foundation – IxDF. https://www.interaction-design.org/literature/topics/gestalt-principles