Dark Patterns Primer
November 13, 2025
Here is a useful explainer for anyone worried about scams brought to us by a group of concerned designers and researchers. The Dark Patterns Hall of Shame arms readers with its Catalog of Dark Patterns. The resource explores certain misleading tactics we all encounter online. The group’s About page tells us:
“We are passionate about identifying dark patterns and unethical design examples on the internet. Our [Hall of Shame] collection serves as a cautionary guide for companies, providing examples of manipulative design techniques that should be avoided at all costs. These patterns are specifically designed to deceive and manipulate users into taking actions they did not intend. HallofShame.com is inspired by Deceptive.design, created by Harry Brignull, who coined the term ‘Dark Pattern’ on 28 July 2010. And as was stated by Harry on Darkpatterns.org: The purpose of this website is to spread awareness and to shame companies that use them. The world must know its ‘heroes.’”
Can companies feel shame? We are not sure. The first page of the Catalog provides a quick definition of each entry, from the familiar Bait-and-Switch to the aptly named Privacy Zuckering (“service or a website tricks you into sharing more information with it than you really want to.”) One can then click through to real-world examples pulled from the Hall of Shame write-ups. Some other entries include:
“Disguised Ads. What’s a Disguised Ad? When an advertisement on a website pretends to be a UI element and makes you click on it to forward you to another website.
Roach Motel. What’s a roach motel? This dark pattern is usually used for subscription services. It is easy to sign up for it, but it’s much harder to cancel it (i.e. you have to call customer support).
Sneak into Basket. What’s a sneak into basket? When buying something, during your checkout, a website adds some additional items to your cart, making you take the action of removing it from your cart.
Confirmshaming. What’s confirmshaming? When a product or a service is guilting or shaming a user for not signing up for some product or service.”
One case of Confirmshaming: the pop-up Microsoft presents when one goes to download Chrome through Edge. Been there. See the post for the complete list and check out the extensive examples. Use the information to protect yourself or the opposite.
Cynthia Murrell, November 13, 2025
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