by Bluestrike2 | 2025-04-12 14:41:41+00:00
This is a bit longer than I would have wanted to spend writing about Adobe billing practices, but oh well.

Is it the most manipulative dark pattern in e-commerce? Hardly--there are plenty far more vicious--but it's still an attempt to prime a would-be subscriber to focus on the annual, billed monthly and play on their understanding of the word "monthly" by using it in both options.

"Annual, billed monthly" is set in smaller italicized type right under the actual price of US$59.99/mo on the main pricing page[0]. You've now been primed to focus on the $59.99 price. Only when you select a plan and a modal pops up do you see that there's a separate monthly option available from the annual, billed monthly option that's been helpfully pre-selected or a third annual, prepaid option.

The point is to quickly shepherd subscribers through the payment process. The user sees the $59.99 option they expected is pre-selected, so most hit continue and move on. If they look beyond the price in bold to the plan descriptions in smaller italics, well, there are literally decades of eye tracking studies showing users skim websites rather than carefully reading every single word. The price in bold draws in the eye, the word "monthly" is present so the user catches the word, and then they move on to the continue button.

Adobe could have easily labeled the plan Annual, billed in 12 installments or even Annual, billed in monthly installments to better differentiate the two options. They didn't for a reason. The word "monthly" comes with certain expectations. Using it for both the actual monthly plan and the default annual, billed monthly plan allows those expectations to bleed over to both.

While it mentions a fee for cancelling after 14 days, you'll find nary a mention of what that fee actually is until you track down a legal page[1] that isn't linked to any point during the payment process up until the sign-in prompt (I didn't bother creating a new account to look beyond that). At the very least, it's not present during the stage when you're still relatively uncommitted and somewhat more likely to notice any more onerous terms were they present.

Finally, there's an option for a 30-day free trial of Adobe Stock. I'd have sworn it was pre-selected a few years ago, but I may be mistaken on that. If it was, then at least that's a change for the better. Anyhow, did you notice how it's on a 30 day trial period whereas the normal plan has a 14 day cancellation window? Let those deadlines fall to the back of your mind for a week or two, and will you remember which is 14 days and which is 30? There was no reason why Adobe had to use 30 days for Stock or only 14 days for their other offerings. But it adds to the confusion, and that's the entire purpose of a dark pattern. Stock is also an "annual, billed monthly plan," but nowhere in the checkout process is it mentioned that Stock also has a large cancellation fee. That's hidden in a separate part of the Subscription Terms page.[1]

Adobe could easily just choose to settle for a straight-up monthly payment plan with no bullshit and completely sidestep recurring--but largely toothless, given the state of most alternatives to their software--criticism over their billing practices. They could eliminate the dark patterns and make their plan selection and payment process more transparent. They don't, presumably because those patterns generate more revenue than the lost goodwill they create is worth. That goodwill is diffused, and even if people grumble about it online, it generally doesn't rise to the level of leaving.

0. https://www.adobe.com/creativecloud/plans.html

1. https://www.adobe.com/legal/subscription-terms.html