Cover page

under the influence

dark patterns and the power of persuasive design

A long time ago, in a design studio far, far away…

Ben and Gareth

dark patterns

• Bait and Switch • Disguised Ads • Faraway Bill • Forced Continuity • Forced Disclosure • Friend Spam • Hidden costs

• Misdirection • Privacy Comparison Prevention • Privacy Zuckering • Roach Motel • Road Block • Sneak Into Basket • Trick Question

www.darkpatterns.org

Trick question

Bait and Switch

Friend Spam

Example

Designers Taste

Companies Interests

Users Needs & Wishes

Functionality, Efficiency & Desirability

Profit & Reputation

persuasion

dark patterns

B.J. Fogg

TriggersFail here

TriggersSucceed here

Action Line

Mot

ivat

ion

AbilityHard to do Easy to do

Low

Mot

ivat

ion

Hig

h M

otiv

atio

n

B matFogg Behaviour Model

-Behaviour = Motivation Ability Trigger

at the same moment

-

• Time • Money • Effort • Cognitive load • Social acceptance • Routine

Elements of ability

Motivation

desire for completion and order

eg

delight and emotional connection

variable rewards

@thirststudios@tollady @groberts1212

Some more reading for you:

www.darkpatterns.org

www.bjfogg.com

www.nirandfar.com

http://getmentalnotes.com

http://evilbydesign.info/