Practical Web Accessibility by Ashley Firth

Author:Ashley Firth
Language: eng
Format: epub
ISBN: 9798868801525
Publisher: Apress

Dark Pattern: Confirm Shaming

Figure 7-10Two options are presented to a user. The choice a site wants a user to make is portrayed in a positive light, whereas a shameful message is associated with the choice they don’t want them to make.

Confirm shaming is the act of framing a decision you want a user to make in such a way that saying no to it could “shame” them or make them feel bad about their choice. It’s an approach that has become applied to actions of every kind online, from accepting discount offers to joining newsletters.

The switch from offering a traditional “Yes or No” choice is due to the fact that framing questions in this way can result in more people choosing the option that the business wants – increasing anything from sign-ups to retention rates. However, it can unsurprisingly have a negative impact on users and make you look bad while doing it. Here’s an example: Figure 7-11 shows how Amazon frames the option of not buying Amazon Prime.

Figure 7-11The two choices offered to users when deciding whether to order a product with or without Amazon Prime. A large, colorful box for the Prime option has a big button and the words “FREE” above it, whereas the “decline” message is a simple link that reads “Order without Prime. Decline free Fastest Delivery”.

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