經歷過黑暗才更渴望黎明

On every major website, a game is being played.

在每個主要網站上，都在玩游戲。

The aim? To take as much money, data and personal information from the customer as possible. While the website owner is aware that such a game is being played, the customer is not.

目的？ 從客戶那里獲取盡可能多的金錢，數據和個人信息。 雖然網站所有者知道正在玩這種游戲，但客戶卻沒有。

In the internet landscape, dark patterns are embedded everywhere. Not only on the dodgy websites in the dark corners of the internet, but also on websites of the most famous brands in the world (Amazon, Netflix etc).

在互聯網環境中，深色圖案無處不在。 不僅在互聯網暗處的狡猾網站上，而且在世界上最著名品牌(亞馬遜，Netflix等)的網站上。

While dark patterns have become commonplace across the internet, the average person has no idea they exist.

盡管深色模式已經在互聯網上變得司空見慣，但普通人并不知道它們的存在。

Perhaps some of the following scenarios will be familiar to you:

也許您會熟悉以下某些情況：

• While checking your bank statement you notice a payment of $35 that you don’t remember. You realise, in fact, that this payment has been made consecutively for last 3 months.
  在檢查銀行對帳單時，您會發現不記得要支付的35美元。 您實際上意識到這筆付款是在最近3個月內連續付款的。
• On attempting to cancel your account on a website or social media platform, you find it incredibly hard to find the “close account” button.
  嘗試在網站或社交媒體平臺上取消帳戶時，您很難找到“關閉帳戶”按鈕。
• After comparing flights, you find a great deal for $350. You go through the payment process only to find that extra fees have been added and the new price is $420 (the same price as all of the other flights). You buy the flight anyway.
  比較航班后，您發現350美元的低價。 您經過付款流程后，才發現已添加額外的費用，新價格為420美元(與所有其他航班的價格相同)。 您仍要購買航班。
• You get advertising emails in your inbox, even though you have no recollection of signing up to receive them.
  即使您沒有注冊接收郵件的電子郵件，也可以在收件箱中收到廣告電子郵件。
• You click the big “download” button only to find that it opens up an advert for something else entirely.
  您單擊大的“下載”按鈕只會發現它完全打開了其他廣告。

If these situations are familiar, it’s because you’ve fallen victim to a dark pattern.

如果熟悉這些情況，那是因為您已成為黑暗模式的受害者。

them to close it for you (which is completely unnecessary). Amazon is perfectly capable of setting up a system where the user can easily close their own account at any time, only they choose not to.他們為您關閉(完全沒有必要)。 亞馬遜完全有能力建立一個系統，使用戶可以隨時輕松關閉自己的賬戶，只有他們選擇不這樣做。

Almost every website on the internet has a gravitational pull towards the checkout. UX designers have created websites with the ultimate aim of getting you to hand over your money or data. These UX designers will use every technique they possibly can, including unethical ones.

互聯網上幾乎每個網站都會對結帳產生引力。 用戶體驗設計師創建網站的最終目的是讓您交出金錢或數據。 這些UX設計人員將使用他們可能會使用的所有技術，包括不道德的技術。

“Agree to all and continue” is placed inside a big blue button, inviting the user to click it. Intuitively it doesn’t make sense to have 3 tick boxes above, only for them to made completely redundant by clicking the blue button. Users don’t expect this, so they simply click the big blue button, assuming it’s confirming the choices they just made.“同意所有人并繼續”位于一個大的藍色按鈕內，邀請用戶單擊它。 直觀地講，上面有3個勾選框是沒有意義的，只是通過單擊藍色按鈕使它們完全多余。 用戶并不期望這樣，因此只需單擊藍色的大按鈕(假設它可以確認他們剛剛做出的選擇)即可。

Businesses will do everything they possibly can to take as much money from customers as they possibly can. There are only two limitations: 1. The law 2. They must protect their brand’s reputation.

企業將竭盡所能，從客戶那里獲取盡可能多的錢。 只有兩個限制： 1.法律2.他們必須保護其品牌的聲譽。

As long as they stay on the right side of the law, and the techniques they use are unnoticed by the majority of their customers — they can do anything they like.

只要他們保持法律的正確性，并且大多數客戶都不會注意到他們使用的技術，那么他們可以做任何喜歡的事情。

Dark Patterns are used to manipulate your children too. If you want to turn off autoplay on your child’s Netflix, you need to change the account from “kid” to “adult” before you can switch it off. Why? Because Netflix wants to increase the watch time for children so that they can increase their profits. Your child’s well-being is a non-factor.黑暗模式也可以用來操縱孩子。 如果要關閉孩子的Netflix上的自動播放功能，則需要先將帳戶從“兒童”更改為“成人”，然后才能將其關閉。 為什么？ 因為Netflix希望增加對兒童的觀看時間，以便他們可以增加利潤。 您的孩子的幸福是一個非關鍵因素。

Businesses don’t have a conscience. And they certainly don’t have any standard of ethics. They will do everything they can possibly get away with. Those businesses who refuse to use dark patterns will lose out on that extra 10–15% of profits they could be making through the use of under-the-radar dark patterns.

企業沒有良心。 他們當然沒有任何道德標準。 他們將竭盡所能。 那些拒絕使用深色圖案的企業將損失他們通過使用雷達下的深色圖案可能賺到的10-15％的利潤。

Every single part of the website can be A-B tested until they’ve created the design that draws in the most beneficial user behaviour.

網站的每個部分都可以進行AB測試，直到他們設計出可以吸引用戶最大利益的設計為止。

How do users react to dark patterns?

用戶如何應對深色圖案？

They don’t notice.

他們沒有注意到。

They blame themselves.

他們責備自己。

They assume it’s an accident or a bug.

他們認為這是意外或錯誤。

They recognise the dark pattern for what it is and look down upon it (A very small number of people).

他們識別出暗色是什么，然后看不起它(一小部分人)。

Most customers simply aren’t smart enough to understand dark patterns. The goal of this article is to enlighten you to the dark patterns that you’ll inevitably stumble upon throughout the internet.

大多數客戶根本不夠聰明，無法理解深色圖案。 本文的目的是啟發您了解整個互聯網上不可避免地會遇到的黑暗模式。

Dark patterns usually fit into one of 7 categories.

深色圖案通常適合7類。

1.確認羞辱 (1. Confirm Shaming)

I’m sure you’ve seen this one before. Passive aggressive, manipulative messages placed on the buttons the website doesn’t want you to click. The aim being to influence the psychology of the user into taking the action the website wants them to take.

我敢肯定你以前看過這個。 網站不希望您單擊的按鈕上放有被動，激進的操縱性消息。 目的是影響用戶的心理，使其采取網站希望他們采取的行動。

We can assume from the prevalence of confirm shaming all across the internet that this technique works on large numbers of people.

我們可以從在整個互聯網上確認羞辱的普遍程度中推斷出，該技術適用于許多人。

2.偽裝廣告 (2. Disguised Ads)

Clicking “download now” takes you to an advert.單擊“立即下載”會將您帶到廣告。

Every time you view an advert, the website makes a small amount of money. Clicking a “download” or “play movie” button will open up an advert you didn’t intend.

每次您查看廣告時，該網站都會賺少量錢。 點擊“下載”或“播放電影”按鈕將打開您不想要的廣告。

3.強制連續性 (3. Forced Continuity)

Monthly subscriptions. Easy to start, not so easy to cancel.每月訂閱。 易于啟動，不是那么容易取消。

Once you start a subscription, they don’t want you to cancel. Ever. Having a customer not cancel is just as good as gaining a new customer.

開始訂閱后，他們不希望您取消。 曾經 沒有取消客戶就像贏得新客戶一樣好。

Let’s say, for example, that you come across a 7-day free trial to try a new service. I’ll try the free trial and then decide if I want to start paying for the service, you say to yourself. You enter your bank details and the 7 day-free trial begins.

舉例來說，假設您遇到了7天免費試用以嘗試一項新服務。 您將對自己說， 我將嘗試免費試用，然后決定是否要開始為該服務付費 。 輸入銀行詳細信息，即可開始7天的免費試用期。

Within the next 7 days, you have a new project at work, you and your partner have an argument and you hurt your ankle running down the stairs. Life happens — and you forget all about your free trial.

在接下來的7天之內，您有一個新的項目在工作，您和您的伴侶發生爭執，腳踝下樓梯受傷。 生活在發生，而您忘記了免費試用的一切。

As the 7 days come to an end there will usually be no warning. You check your bank balance to find that $31.99 has been taken out of your bank account. You check the website and realise that the 7-day trial has finished and they’ve automatically put you onto the regular subscription plan.

隨著7天的結束，通常不會發出警告。 您檢查了銀行余額，發現有31.99美元已經從您的銀行帳戶中取出。 您檢查了網站，發現為期7天的試用期已經結束，他們自動將您納入常規的訂閱計劃。

They want you to forget. They’re counting on a substantial number of people forgetting about the 7-day trial so that they can collect the profits. This is one of the main reasons the free trial exists in the first place. These kinds of “free trials” that quietly change into a paid subscription as they end are now commonplace throughout the internet.

他們想讓你忘記。 他們指望有很多人忘記7天的試用期，以便他們可以收集利潤。 這是免費試用首先存在的主要原因之一。 這些“免費試用”在結束時會悄悄地轉變為付費訂閱，現在在整個互聯網上都很普遍。

If you do remember to cancel your subscription before the end of the 7-day free trial, it might not be a particularly easy process. Want to cancel your subscription to Verizon? If you try to navigate to the “cancel subscription” button on their website, this is what you’ll see.

如果您還記得7天免費試用期結束之前取消訂閱，那么這可能不是一個特別簡單的過程。 是否要取消對Verizon的訂閱？ 如果您嘗試導航到他們網站上的“取消訂閱”按鈕，就會看到此內容。

Ok…but where do I cancel the subscription..?好的...但是我在哪里取消訂閱..？

As you can see, there is no cancel option on their website. At this stage, many people will become confused and decide to cancel the subscription some other time. People are busy and people are lazy. The more difficult it is to unsubscribe, the less people will do so and the more profit Verizon will make.

如您所見，他們的網站上沒有取消選項。 在此階段，許多人會感到困惑，并決定在其他時間取消訂閱。 人們很忙，人們很懶。 取消訂閱越困難，那么這樣做的人就會越少，Verizon將會獲得更多的利潤。

This is the only way you can unsubscribe from Verizon:

這是您可以取消訂閱Verizon的唯一方法：

Verizon is perfectly capable of creating a simple “unsubscribe” button on their website. It’s 2020, there is absolutely no reason why cancellations need to be done over the phone. The only reason the call centre is required is because Verizon wants to create more friction to the process of unsubscribing.

Verizon完全有能力在其網站上創建一個簡單的“取消訂閱”按鈕。 現在是2020年，絕對沒有理由需要通過電話取消。 要求呼叫中心的唯一原因是因為Verizon希望為取消訂閱過程帶來更多摩擦。

Businesses really don’t want you to unsubscribe.

企業確實不希望您退訂。

actual unsubscribe button written in a small, dull font.實際的退訂按鈕以小而笨拙的字體編寫。

4.隱性成本 (4. Hidden Costs)

For Airbnb, hidden costs are the norm. Both the service fee and the cleaning fee could have easily been included in the displayed price. They chose not to do this because it increases their profits.對于Airbnb來說，隱性成本是常態。 服務費和清潔費都可以很容易地包含在顯示的價格中。 他們選擇不這樣做，因為這會增加他們的利潤。

The displayed price is often far lower than the actual price. This is commonplace among booking sites like Booking.com and Airbnb.com as well as flight comparison sites like Skyscanner.com and Google Flights.

顯示的價格通常遠低于實際價格。 這在Booking.com和Airbnb.com等預訂網站以及Skyscanner.com和Google Flights等航班比較網站中很常見。

The customer initially makes the decision to buy based on the displayed price. After they take the time to enter their details they are then confronted by the actual price. At this stage, the customer is emotionally invested in making the purchase and will often accept the increased price.

客戶最初根據顯示的價格做出購買決定。 他們花時間輸入詳細信息后，便要面對實際價格。 在此階段，客戶會全情投入購買，并且通常會接受提價。

Let’s say for example you’re looking to purchase a flight from London — New York. After scanning the search results, you notice one flight for a low-price of $278. This is the one, you think to yourself.

舉例來說，假設您要購買倫敦至紐約的航班。 掃描搜索結果后，您發現一個航班的低價為278美元 。 這就是你自己想的。

You enter your personal details, then your bank details, excited to finally book your trip to the USA. After several minutes, you get to the end of the payment process only to find the price has increased to $320. It’s only a little bit extra, no big deal. I just went through the hassle of entering my details and honestly I’m sick of searching for flights. Let’s just buy it.

您輸入您的個人詳細信息，然后輸入銀行詳細信息，很高興能最終預訂您的美國之旅。 幾分鐘后，您到達付款流程的最后，才發現價格已升至$ 320 。 它只是一點點多余，沒什么大不了的。 我剛剛經歷了輸入我的詳細信息的麻煩，老實說，我討厭搜索航班。 讓我們買吧。

You rationalise the extra $42 you’re now spending. And so did 10,000 other people buying flights that day. 10,000 x $42 = $420,000. That’s an extra $420,000 created for the airline simply by lowering the displayed price of their flights.

您可以合理化您現在花費的$ 42 。 當天還有10,000人購買航班。 10,000 x $ 42 = $ 420,000。 僅通過降低其航班的顯示價格，這便為航空公司額外創造了420,000美元 。

5.潛入籃筐 (5. Sneak Into Basket)

Like a child that slips candy into his mum’s shopping cart when she’s not looking, major websites do the exact same thing. Items are added to your shopping cart by default.

就像一個孩子在不看時將糖果滑入媽媽的購物車一樣，主要的網站也做同樣的事情。 默認情況下，商品會添加到您的購物車中。

Many users won’t notice the added item and will continue through the payment process.

許多用戶不會注意到添加的項目，并將繼續進行付款過程。

While it is possible for the user to remove the added item, the fact that it’s Opt-out rather than Opt-in means that many users will end up paying for something they never wanted.

盡管用戶可以刪除添加的項目，但它是選擇退出而不是選擇加入的事實意味著許多用戶最終將為自己不想要的東西付費。

This chart shows organ donors in different countries. As you can see, there is an enormous difference between opt-in and opt-out countries.該圖顯示了不同國家的器官捐贈者。 如您所見，選擇加入和退出國家之間存在巨大差異。

The “sneak into basket” dark pattern is now illegal in the UK and various EU countries.

在英國和其他歐盟國家，“潛入籃筐”黑暗模式現已成為非法行為。

6.反直覺 (6. Counter Intuitiveness)

all options, regardless of the choices you previously made.所有選項，而不管您先前做出的選擇。

We’ve gotten used to the patterns we’ve seen on websites. Most of us have gone through plenty of sign up processes by now and we know what to expect.

我們已經習慣了在網站上看到的模式。 到目前為止，我們大多數人都經歷了很多注冊過程，我們知道會發生什么。

Because we expect to see patterns on websites, this leaves an opening for dark patterns to exploit our expectations. These dark patterns play with the conventions of web design in order to confuse the user into doing what they want.

因為我們希望看到網站上的模式，所以為黑暗模式提供了機會，以利用我們的期望。 這些深色圖案符合Web設計的慣例，以使用戶混淆自己想要做的事情。

Want to unsubscribe from Joe Biden’s emails? Click the unsubscribe button and you’re taken to this page. Counter intuitively, entering your email address on this page will not stop you from receiving emails.想要退訂喬·拜登的電子郵件嗎？ 單擊取消訂閱按鈕，您將轉到此頁面。 從直覺上來說，在此頁面上輸入您的電子郵件地址不會阻止您接收電子郵件。

As you can see, even elections aren’t immune from the trend of dark patterns.

如您所見，即使選舉也不能免除黑暗模式的趨勢。

Buttons can be placed in positions you don’t expect, check boxes can be worded in confusing ways and buying options can be listed in a misleading fashion.

可以將按鈕放置在您意想不到的位置，復選框的措辭可能令人迷惑，并且購買選項的列出可能會產生誤導性。

Better to be safe and just pay for the standard package, I don’t want any problems with my flight. Of course, paying $3.99 for the standard package is completely unnecessary.為了安全起見，只需支付標準套餐的費用，我不希望我的航班出現任何問題。 當然，為標準套餐支付3.99美元是完全沒有必要的。

7.按鈕位置 (7. Button Placement)

This dark pattern is different from Counter Intuitiveness in that it refers simply to the physical ability to click or tap particular buttons.

這種暗模式與“反直覺性”不同，因為它僅指單擊或輕擊特定按鈕的物理能力。

The buttons that agree to giving away data or money are big, central and easy to click. The buttons for unsubscribing, checking terms and conditions or taking any action they don’t want you to take, are small, unappealing and difficult to click.

同意提供數據或金錢的按鈕很大，位于中央且易于單擊。 用于取消訂閱，檢查條款和條件或采取他們不希望您執行的任何操作的按鈕很小，不吸引人且難以單擊。

Another common trick is incredibly tiny “X” or “close” buttons on Ads that are easily misclicked, resulting in opening the Ad.

另一個常見的竅門是廣告上非常小的“ X”或“關閉”按鈕，這些按鈕很容易被誤點擊，從而打開了廣告。

If you find yourself tapping the wrong option, it may not be entirely your fault.

如果您發現自己選擇了錯誤的選項，則可能不完全是您的錯。

8.隱藏代碼 (8. Hidden Code)

This promotional spinner collects email addresses under the pretence that users have the chance to get $50 off a purchase or a free dress. As you can see, the code behind the spinner does not allow these two options to be chosen. (Tweet used with permission)這款促銷性的微調器會冒充用戶有機會獲得50美元的折扣或免費禮服的折扣，收集電子郵件地址。 如您所見，微調器后面的代碼不允許選擇這兩個選項。 (經許可使用的推文)

We can’t see the code behind the website. This allows websites to trick us in ways that, unlike the other dark patterns on this list, we can’t possibly detect.

我們看不到網站背后的代碼。 這使網站能夠以一種我們無法檢測到的方式欺騙??我們，與列表中的其他暗模式不同。

You’ll also see this kind of hidden code used to demonstrate social proof. You may see the message “Jason has just subscribed!” or “7 people have bought this product recently!”. We don’t know the code behind these pop ups, as such we can’t be sure if they’re legitimate or not.

您還將看到用于顯示社交證明的這種隱藏代碼。 您可能會看到消息“ Jason剛剛訂閱！” 或“最近有7個人購買了該產品！”。 我們不知道這些彈出窗口背后的代碼，因此我們無法確定它們是否合法。

Dark patterns will not go away by themselves. As the internet advances into the future (and potentially integrates with VR) different kinds of dark patterns will continue to emerge.

黑暗的圖案不會自行消失 。 隨著互聯網發展到未來(并可能與VR集成)，各種黑暗模式將繼續出現。

What kind of environment do we want the internet to be? Do we want an internet that is continually trying to psychologically manipulate people out of their money and information. A place where — every single time you want to make some kind of purchase, you need to dodge countless pitfalls.

我們希望互聯網成為什么樣的環境？ 我們是否需要一個不斷嘗試從心理上操縱人們金錢和信息的互聯網？ 一個地方-您每次想進行某種購買時，都需要規避無數的陷阱。

Or do we want an internet where we can rely on websites being up-front and honest. An internet where we can relax, and navigate without constantly having to be on our toes. An internet that inspires feelings of goodwill and fair business, rather than an internet that makes you feel as though the world is filled with slimy manipulators.

還是我們想要一個互聯網，在這里我們可以依靠前瞻性和誠實的網站。 互聯網，我們可以放松和導航，而不必時刻保持警惕。 互聯網會激發人們的善意和公允的業務，而不是會讓您感到世界仿佛充滿了黏糊糊的操縱者的互聯網。

As our understanding of psychology improves (with the use of MRI scanners and other neuromarketing techniques), dark patterns will only become more and more sophisticated.

隨著我們對心理學的了解不斷提高(通過使用MRI掃描儀和其他神經營銷技術)，黑暗模式只會變得越來越復雜。

It’s up to us as individuals to recognise Dark Patterns and to spread the word about their existence. Stop being played for a fool. Become aware of dark patterns.

作為個人，我們有責任認識黑暗模式并傳播有關其存在的信息。 別再傻了。 意識到黑暗的模式。

Originally published at https://www.mediavsreality.com on August 21, 2020.

最初于 2020年8月21日 在 https://www.mediavsreality.com 上 發布 。

翻譯自: https://medium.com/swlh/dark-patterns-how-youre-manipulated-into-giving-more-be401f173458

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