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# tactiq.io free youtube transcript
# What Makes a Dark UI Pattern?
# https://www.youtube.com/watch/82kdzHBzJVQ

00:00:00.150 Dark pattern is a termthat gets tossed around a lot
00:00:03.130 in our field.
00:00:04.059 Sometimes you'll hearpractitioners use this term
00:00:06.450 to describe elements that trick users
00:00:08.300 into doing something they don't wanna do
00:00:10.500 like opting into your newsletter.
00:00:12.294 And other times you'll hearpractitioners use this term
00:00:14.878 to describe persuasive designtechniques like scarcity.
00:00:19.430 So what is a dark pattern really?
00:00:21.770 Well, the term was coined in 2010
00:00:24.310 and defined as a user
00:00:25.980 interface that has been carefully crafted
00:00:28.580 to trick users into doing things
00:00:30.798 like buying insurance with their purchase
00:00:33.160 or signing up for recurring bills.
00:00:35.810 Now the terms carefully crafted
00:00:37.830 and trick users are important there.
00:00:40.450 Dark pattern are intentionally implemented
00:00:43.140 to confuse or exploit users.
00:00:45.820 For example, consider signing up
00:00:47.680 for a newsletter from a new source
00:00:49.220 and then encounteringa checkbox that reads,
00:00:51.703 Don't not sell my information.
00:00:54.560 This language which uses a double negative
00:00:56.880 is intentionally confusing.
00:00:59.180 The page hopes users will make a mistake
00:01:01.220 and opt into selling theirpersonal information,
00:01:04.330 and that benefits the company.
00:01:05.960 For another example, let'sthink of manipulinks.
00:01:08.990 Manipulinks make usersfeel bad about themselves
00:01:11.344 in order to convince them
00:01:12.910 to accept an offer orsign up for something.
00:01:15.610 Dark patterns tend tonegatively affect users
00:01:19.080 in favor of short term business gains.
00:01:21.670 Getting users to sell their data
00:01:24.100 or accept an offer mightsound nice right now,
00:01:27.920 but what's the value if itsacrifices user's perception
00:01:30.944 and trust with your company?
00:01:33.080 Now let's take a minute tocompare those dark patterns
00:01:36.630 to persuasive design techniques.
00:01:39.040 I'm talking things likevisually highlighting
00:01:41.230 certain items in a list
00:01:42.470 or providing additional web copy
00:01:44.510 aimed at influencing a user's decision.
00:01:47.830 Now these are not inherently bad
00:01:49.422 nor are they automatically dark patterns.
00:01:52.692 It depends on theintention and the outcome.
00:01:55.910 For example, let's considerthe scarcity principle
00:01:58.790 which is a social psychology phenomenon
00:02:01.420 that causes people to assign high value
00:02:04.020 to things they perceiveas being less available.
00:02:06.950 We can apply this concept in our designs
00:02:08.970 to influence users to make a decision
00:02:11.450 now rather than later
00:02:13.620 but that's not inherently a dark pattern,
00:02:15.850 though, intentionallylying about availability
00:02:18.260 to exploit users into making a purchase.
00:02:21.210 Now that's a dark pattern.
00:02:22.430 As designers, we rely on our knowledge
00:02:24.700 of human psychology and user behaviors
00:02:27.310 to make design decisions.
00:02:29.400 When we're evaluating other interfaces,
00:02:31.270 it can be easy to assume there was malice
00:02:33.700 or a negative intention behind a design
00:02:36.237 but that's just not the case.
00:02:38.600 Just because an interface has poor design
00:02:41.020 or encourages a specific behavior,
00:02:43.520 that doesn't make it a dark pattern.