[lJOWe have all encountered them, in both our personal and professional lives. ❷Think about the times you felt tricked or frustrated by a membership or subscription that had a seamless sign-up process but was later difficult to cancel. ❷Something that should be simple and transparent can be complicated, intentionally or unintentionally, in ways that impair consumer choice・ ❷These are examples of dark patterns. （31） [2] OFirst coined in 2010 by user experience expert Harry 2010 Brignull, "dark patterns" is a catch-all term for practices that manipulate user interfaces to influence the decision-making ability of users・ ❷Brignull identifies 12 types of common dark patterns, ranging from misdirection and hidden costs to "roach motel," where a user experience seems easy and intuitive at the start, but turns difficult when the user tries to get out. [3]
❶In a 2019 study of 53,000 product pages and 11,000 websites, researchers found that about one in 10 employs these design practices・ ❷Though widely prevalent, the concept of dark patterns is still not well understood・ ❷Business and nonprofit leaders should be aware of dark patterns and try to avoid the gray areas they engender・ [4]
❶Where is the line between ethical, persuasive design and dark patterns? ❷Businesses should engage in conversations with IT, compliance, risk, and legal teams to review their privacy policy, and include in the discussion the customer/user experience designers and coders responsible for the company's user interface, as well as the marketers and advertisers responsible for sign-ups, checkout baskets, pricing, and promotions. ❸Any or all these teams can play a role in creating or avoiding "digital deception.^^ [5] ®Lawmakers and regulators are slowly starting to address the ambiguity around dark patterns, most recently at the state level ❷In March, the California Attorney General announced the approval of additional regulations under the California Consumer Privacy Act (CCPA) that "ensure that consumers will not be confused or misled when seeking to exercise their data privacy rights.^^ ❷The regulations aim to ban dark patterns—this means prohibiting companies from using "confusing language or unnecessary steps such as forcing them to click through multiple screens or listen to reasons why they shouldn't opt out.^^ [6]
❶As more states consider promulgating additional regulations, there is a need for greater accountability from within the business community. ❷Dark patterns also can be addressed on a self-regulatory basis, but only if organizations hold themselves accountable, not just to legal requirements, but also to industry best practices and standards.
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无论是在个人生活还是职业生活中，我们 都曾遇到过它们。想想那些令你感觉被欺骗或 感到沮丧的时候：会员或订阅的注册过程很流 畅，但后来却难以取消。一些本应简单且易懂 的东西可能会有意或无意地以影响消费者选 择的方式变得复杂。这些都是暗黑设计模式 的例子。 用户体验专家哈利•布里格势尔于 年首次提出了 “暗黑设计模式”，它是 操纵用户界面以影响用户决策能力的做法的统 称。布里格努尔发现了 12种常见的暗黑设计 模式，从误导和隐形费用到“璋螂汽车旅馆（指 一旦进入，便很难脱身）”，在这些模式中， 用户体验一幵始看起来简单易懂，但当用户试 图离开时就变得困难。 在2019年的一项对53000个产品页 面和11000个网站所进行的研究中，研究人员 发现，大约十分之一的产品页面和网站采用了 这些设计原则。尽管广泛盛行，但暗黑设计模 式的概念仍然没有被充分理解。企业和非营利 组织的领导人应该了解暗黑设计模式，并尽量 避免它们所造成的灰色区域。 合乎道德的劝导式设计和暗黑设计模式之 间的界线在哪里？ （33）企业应该与信息技术、 合规、风险和法律团队展开对话，以审查他们 的隐私政策，并将负责公司用户界面的客户/ 用户体验设计师和编码人员，以及负责注册、 购物车、定价和促销活动的市场营销人员和广 告商列入与会名单。（33 ）任何一个团队，或 者说全部团队都有可能在制造或避免“数字欺 骗”方面起着某种作用。 立法者和监管机构正慢慢开始解决暗黑设 计模式的不明确性，最近是在州一级。今年 月，（34）加州检察总长宣布批准了《加州 消费者隐私法案》（CCPA）的补充规定，它们 确保消费者试图行使其数据隐私权时不会被 迷惑或误导”。这些规定旨在禁用暗黑设计模 式——这意味着禁止公司使用“迷惑性语言或 不必要的步骤，如迫使消费者点击屏幕上显示 的多个数据或听信那些他们不应该退出的理由”。 随着更多的州考虑颁布补充规定，商界内 部有必要采取更严格的问责制。（35 ）暗黑设 计模式也可以在自我监管的基础上得到解决， 但前提是企业要对自己负责，不仅要遵守法律 规定，还要符合行业最佳实践和标准。