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Are you paying for an online vitamin subscription when you only wanted to try one? Have you entered?
You may have been fooled by the “dark patterns”.
Retailers, travel sites and other online services not only irritate and irritate us, Princeton study foundcan also do:
- It misleads us into spending more than planned.
- induce compulsions.
- Trick us into sharing personal information.
- Please stick to their website and app.
Some dark patterns are more common on mobile apps than on websites. FTC saysCalifornia recently banned Some dark pattern practice.
User experience designer Harry Brignull coined the term “dark patterns” in 2010 and now calls it “deceptive design.” His website has a list of tactics and a hall of shame. deceptive design. Most of them are just cheesy tricks that rely on skimming rather than carefully reading the content of websites and apps. Knowing about dark patterns is your best defense against falling prey to them, he says.
UK payment processing analyst Recently Ranked Merchant Machine The worst dark pattern criminals discovered after visiting 72 popular online retailers. The researcher mimicked the real online experience of shopping, adding items to his cart and booking hotels. They followed the user journey to checkout and counted each dark pattern.
According to Merchant Machine, here are some of the top tactics and the brands guilty of using them.
“Sneak Into Basket”
[購入]Please double check the contents of your shopping cart before clicking . At online stores, you may find unwanted items in your cart without even realizing it.
“This can happen if you miss the opt-out button on the previous page or if a combo deal is offered right next to the item you actually want,” says Merchant Machine. The site may also add product protection plans and other ancillary items that you may have forgotten to decline.
For example, Merchant Machine warns that Amazon’s automatic checks for subscriptions can lead to higher-than-expected charges by default. Also look for grayed out checkboxes that point to more expensive purchase options.
“Privacy Zuckering”
Named after Facebook founder Mark Zuckerberg’s early practice of collecting user data, Privacy Zuckering is a term used to describe what it means to “tempt you into sharing more personal information than you are comfortable with.” ,” says Merchant Machine.
When you use services like store credit cards, hidden in small print in their terms of service, they give you permission to sell your personal data to anyone. Deceptive Design WarnsYou may also be asked to share your contacts on the premise that the coveted data will make it easier to connect with friends.
Data brokers buy your personal data and combine it with everything else they find about you. Your profile may include information about your sexual preferences and physical and mental health. This profile could be denied insurance or loans, say payment processing analysts.
Found by Merchant Machine, Puma offers a 20% discount when you sign up for their mailing list to slip into your inbox. (This is also an example of a “misdirection” tactic.)
2015, LinkedIn agreed to pay $13 million to settle class action lawsuits by members who shared their contacts with the site. Members claimed that LinkedIn used their names to spam contacts with invitations and reminders to join the site.
blogger Dan Schlosser famous whistleblower LinkedIn using dark patterns to get members to share their address book. This is a dark pattern known as “friend spam”. LinkedIn has since changed the look of its contact sharing appeal.
“Confirm shaming”
If you feel guilty about skipped words that lead you to agree to things you don’t want to do, including opting in to subscription services, you’ve succumbed to the shame of confirmation.
The website of Anastasia Beverly Hills, which sells cosmetics, has eight dark patterns, says Merchant Machine. One of the dark patterns offers customers a discount for signing up for a promotion via text. To decline, you have to hit the ‘pay in full’ button which makes you feel guilty.
and Recent blog postsuser interface (UI) and user experience (UX) designer Zarina Majidova, defines confirmshaming as “a passive-aggressive marketing strategy that implies you are inferior simply because you don’t want a particular product.” I called.
She cites examples such as Esquire magazine’s offer to unlock a list of 80 must-read books in exchange for your email. The “no” button says “do not read”. Styling companies that offer discounts to start their services make you say no by pushing, “No, I don’t want to do my best.”
“forced continuation”
Beware of the 30-day free trial offer which supposedly requires you to provide your credit card details in advance. With the forced continuation tactic, the company continues to charge you even when you no longer need the service, such as when the free trial period ends.
You may simply forget to cancel, but it may become difficult to learn how to cancel a trial that is no longer free.
Five dark patterns for Instacart’s grocery delivery service include “nasty surprises,” says Merchant Machine.
The Federal Trade Commission and Consumer Financial Protection Administration recently announced a crackdown On “Rising Disasters from Practicing Dark Patterns”.
“Consumers don’t have to go through the hassle of canceling unwanted subscriptions and worry about trial marketing offers resulting in unnecessary monthly fees,” said Rohit Chopra, director of CFPB. There is no
“hidden costs”
What looks like a bargain can be expensive if you discover at checkout that the low price you thought you were paying is higher due to last-minute added taxes, shipping, or mandatory surcharges. I have.
Travel sites such as Hotels.com, Vrbo, Expedia, and Travelocity (owned by Expedia) display fake warnings about imminent price changes and impending sale of travel deals. , to encourage you to book a room or flight in a hurry. According to Merchant Machine, taxes and fees are added at checkout. They also hit you with confirmshaming to get you to add travel insurance.
Hidden costs such as shipping and “care and handling” fees may not be shown until you reach the “Order Confirmation” page. deceptive designBy then, I had spent a lot of time selecting products, entering shipping names, addresses, phone numbers, credit card details, my name and address, and phone numbers.
“By the time the hidden costs become apparent, you may already be feeling fatigued because you have already put in a lot of effort,” says Deceptive Design. I’d rather complete the purchase than start over on another of her websites.
most offensive brand
Below are Merchant Machine’s worst problematic brands and the number of dark patterns detected.
- Amazon: 11
- Anastasia Beverly Hills: 8
- Florence by Mills: 7
- glossy:Five
- urban decay:Five
- Lancome:Five
- Instacart:Five
- under armor:Five
- color pop:Four
- kylie cosmetics:Four
- fenty beauty:Four
- NYX Cosmetics:Four
- Two Faced:Four
- walmart:Four
- Puma:Four
- Asics:Four
- Reebok:Four
- Fira:Four
- hotels.com:Four
- Vrbo:Four
- Expedia:Four
- Travelability:Four
These are just some of the tricks you’ll face online. Be sure to also learn about 10 Retail Tricks That Make You Spend Too Much Money.