Design Ethics & Dark Patterns: Why Good Design Should Never Manipulate
There is nothing that drives me more nuts than when I visit a website and it shames me or manipulates me into buying something. Nobody likes this and yet it is the norm. There is hardly a website out there that you will visit that doesn’t have some kind of hidden or guilt-trippy process to try and trick you into something you’re not really sure you want. OR even worse make it almost impossible NOT to get that add-on or subscription. Most of us want clarity, honesty, transparency and control. But most online marketing doesn’t honor that or intend to build trust.
Design that subtly — or not so subtly — push you toward actions you didn’t intend to take are called dark patterns, and as a designer, it’s my responsibility to do better and to create websites that focus on transparency, honesty and building trust.
In this post, let’s explore what dark patterns are, why they’re harmful, and how ethical design can build stronger, more human-centered experiences.
🕸️ What Are Dark Patterns?
Dark patterns are user interface designs that trick or pressure users into doing something — like signing up for a newsletter, sharing personal data, or making a purchase they didn’t plan. Think that product you wanted but then when you tried to check out it kept trying to add more products into your cart and it took forever to find the teeny tiny line at the bottom that said “No, Thank You”.
Often dark patterns look like normal design choices but are intentionally crafted to serve business goals over user wellbeing.
Some examples you’ve probably seen:
Hidden opt-outs – Pre-checked boxes that subscribe you to emails or add extra products.
Trick wording – “No, I don’t want to save money” as the decline button.
Forced continuity – Free trials that automatically sign you up for a subscription without warning, or at least one that is easily missed.
Confirmshaming – Guilt-tripping users into agreeing with a choice.
Misdirection – Visual emphasis on the “yes” button while making the “no” option tiny or faded.
Dark patterns exploit human psychology. And while they might boost conversions temporarily, they erode something much more valuable: trust.
💗 The Heart of Design Ethics
Design ethics is about ensuring that creative decisions respect your target audiences’ autonomy, dignity, and mental wellbeing.
In other words, ethical design asks:
“Am I helping my potential clients make a decision — or manipulating them into one?”
Every color, word, or layout choice carries responsibility. Ethical design means:
Being transparent about what actions lead to
Making consent clear and voluntary
Designing for accessibility and inclusion
Prioritizing long-term trust over short-term gains
When your website is designed ethically, you show your target audience that you value them as people, not just metrics.
🕶️ Common Dark Patterns (and Their Ethical Alternatives)
Here are some of the most common unethical design tactics — and how you can replace them with user-respecting choices.
Confirmshaming
Uses guilt to force compliance (“No thanks, I hate saving money”)
Use neutral, respectful decline options (“No, not right now” or “No Thanks”)
Roach Motel
Makes signing up easy, but canceling difficult
Provide clear account management and cancellation paths and ALWAYS include an email address so if they have trouble they can contact you directly to help them cancel. This is essential for accessiblity and honoring the needs of people with disabilities or low-tech tolerance.
Sneak into Basket
Adds items or costs without consent
Always require explicit user confirmation as this is illegal and can cost you your business.
Disguised Ads
Makes ads look like content
Label sponsored or promoted content clearly and include a disclaimer on the page that explicity states you use paid content.
Trick Questions
Confuses users with double negatives
Use simple, transparent language
Ethical design doesn’t mean less creativity — it means more honesty. And honesty builds credibility and trust in your brand.
🌺 Why Ethical Design Is Good for Business
Some brands still use dark patterns because they think manipulation equals conversion and often it does, however only in the short-term. If you want long-term and returning clients ethical design is the way to go. People can spot deception — and when they do, they don’t want to come back, it leaves a bad taste in their mouth when they think back on their experience with you and your website.
Ethical design leads to:
Higher long-term retention – Users stay loyal to brands they trust.
Positive word-of-mouth – Honest experiences get shared more.
Fewer complaints & chargebacks – Clear communication prevents frustration.
Better brand reputation – Integrity attracts both customers and collaborators.
When you prioritize trust, your metrics follow naturally — but sustainably.
✨ How I Practice Ethical Design
As a custom web designer, I believe great design serves both the business and the client. Here’s how I apply ethical principles to my projects:
Transparency first – I make sure your targe audience always understand what’s happening and why.
Respectful copy – No manipulative microcopy or guilt-driven buttons, because YUCK!
Accessible choices – Equal visual weight for “yes” and “no” options.
Privacy by design – I never hide data collection or sign-up details in fine print and I always make sure my clients have a Privacy Policy that is linked in the footer and in their sign-up forms where available.
Empathy over ego – I listen to feedback. If a design doesn’t work and you are getting feedback from your clients that they are frustrated by elements of your website we will work together to fix the issue.
Design is a form of communication — and communication built on respect always performs better.
💕 The Future of Design Is Ethical
As the web becomes more sophisticated, so does our responsibility. I can guarantee that your clients expect clarity, fairness, and empathy.
Designers who understand that will always stand out.
So before publishing that next landing page or pop-up, ask yourself:
“Does this help my user — or does it trap them?”
The best designs don’t manipulate people into action. They inspire them to choose it freely.
Final Thoughts
Ethical design isn’t just good practice — it’s good business and it’s the only way I design websites for my clients. I have a Code of Ethics that I stand by for all of my designs. Dark patterns might bring short-term wins, but emotional, transparent design builds trust that lasts.
✨Ready to Create a Website That Builds Trust?
I design websites that connect honestly and convert authentically — no tricks, no pressure, just human-centered design that works.