After reading the article “Dark Patterns: Deception vs. Honesty in UI Design, I immediately thought of the phrase from the writings of Sir Walter Scott, the 19th-century poet. “O what a tangled web we weave, when first we practice to deceive.” Although centuries old, this phrase could describe the effects of deception and dishonesty on the internet. The quotation acts as a sobering reminder of the difficulties and consequences associated with deceit. The web of modern times allows us to share information and connect globally. We can interact with anyone, at any time, with limited restrictions on our information and business exchange. The face-to-face sales transaction has been replaced with the click of a button. These anonymous interactions may encourage certain designers or businesses to produce designs that purposefully mislead or control users to further their agendas at the expense of the user. Out of sight is out of mind and profitability is the ultimate goal.
Although the article highlighted the problems and challenges involved with unethical web design, I was encouraged that there is an organization policing unethical design practices with “the specific goal of naming and shaming deceptive user interfaces (aka “dark patterns”) and the companies that use them.” Deception and deceit have been around since time immemorial and are unlikely to be eradicated in the foreseeable future, but consumers, designers, and businesses can work together to minimize their effects on the internet. In general, I am always cautious when exchanging personal information or conducting online transactions and have been known to read the fine print; however, I recognize that behavior is the exception and not the rule. In the early days of the internet, there were tons of get-rich-quick advertisements and websites that promised to give you free services if you just put in your credit card information. While you were “surfing the internet,” a banner would pop up exclaiming you were “the lucky winner” and that you needed to click on the button and provide your personal information to claim your prize. Or, you were offered an item “absolutely free,” but the shipping and handling costs exceeded what the market price of the item would have been. Many older adults fell victim to these unscrupulous design and business practices, with devastating economic consequences.
Some individuals feel that growth and numbers are the appropriate measure of success and that profit supersedes everything. Unethical practices, as long as they are not illegal, are legitimate business goals. I feel that due to the growth and expansion of the internet, it has become more important for businesses and brands to ensure they are not involved in dark patterns. Bait and switch, disguised ads, and hidden costs ultimately alienate the customer base and can result in negative reviews and publicity. Goodwill and positive brand recognition are those intangible assets that are hard to quantify but are absolutely critical for a company’s longevity. They take years to build, but sometimes minutes to demolish. Designers should implore their clients, who might want to take a “short-sighted” view for profitability, to instead look towards the long-term goal of sustainability. Ethical business practices, whether “by design” or “in design” are a win-win for everybody.