Dark Patterns (and an example)
Dark Patterns is a collection of user interface design patterns that trick people into doing things that are contrary to their own interests. A study in black hat interaction design, so to speak. I find it slightly disappointing that there aren’t more examples of well-known, high profile companies engaging in these practices on the site, so here’s my own example of how Apple uses the forced information disclosure pattern to lure people into handing over their credit card details:
When you sign up for an iTunes account using the “Create New Account” button in iTunes you are forced to enter your credit card number (click through for full screenshot):
This really doesn’t make a lot of sense because there are many ways to use the iTunes store without ever paying with your credit card. First, there are a great number of free apps available on the App Store that you don’t need to pay for. Second, you can also use iTunes gift cards if you want to buy something on the iTunes store without handing over your credit card number.
So it’s no big surprise that there is a way to sign up for an iTunes account without a credit card, it’s just cunningly well hidden. There’s even an official knowledge base article by Apple available on the matter, because apparently a lot of people need some help with this convoluted process. When you follow this needlessly complex and completely unintuitive procedure, the sign-up form shown above transforms and it’s no longer necessary to enter a credit card number (again, click through for full screenshot):
Suddenly there’s a new radio button! I wonder how many users wouldn’t have shared their credit card details with Apple if they had made this process more straightforward…
