经历过黑暗才更渴望黎明_黑暗的图案，你如何操纵以给予更多

最新推荐文章于 2023-12-21 22:45:00 发布

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最新推荐文章于 2023-12-21 22:45:00 发布

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原文链接：https://medium.com/swlh/dark-patterns-how-youre-manipulated-into-giving-more-be401f173458

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经历过黑暗才更渴望黎明

On every major website, a game is being played.

在每个主要网站上，都在玩游戏。

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？从客户那里获取尽可能多的金钱，数据和个人信息。 虽然网站所有者知道正在玩这种游戏，但客户却没有。

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).

在互联网环境中，深色图案无处不在。不仅在互联网暗处的狡猾网站上，而且在世界上最著名品牌(亚马逊，Netflix等)的网站上。

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

尽管深色模式已经在互联网上变得司空见惯，但普通人并不知道它们的存在。

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

也许您会熟悉以下某些情况：

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.
在检查银行对帐单时，您会发现不记得要支付的35美元。您实际上意识到这笔付款是在最近3个月内连续付款的。
On attempting to cancel your account on a website or social media platform, you find it incredibly hard to find the “close account” button.
尝试在网站或社交媒体平台上取消帐户时，您很难找到“关闭帐户”按钮。
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.
比较航班后，您发现350美元的低价。您经过付款流程后，才发现已添加额外的费用，新价格为420美元(与所有其他航班的价格相同)。您仍要购买航班。
You get advertising emails in your inbox, even though you have no recollection of signing up to receive them.
即使您没有注册接收邮件的电子邮件，也可以在收件箱中收到广告电子邮件。
You click the big “download” button only to find that it opens up an advert for something else entirely.
您单击大的“下载”按钮只会发现它完全打开了其他广告。

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

如果熟悉这些情况，那是因为您已成为黑暗模式的受害者。

Image for post — **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. 他们为您关闭(完全没有必要)。亚马逊完全有能力建立一个系统，使用户可以随时轻松关闭自己的账户，只有他们选择不这样做。

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.

互联网上几乎每个网站都会对结帐产生引力。用户体验设计师创建网站的最终目的是让您交出金钱或数据。这些UX设计人员将使用他们可能会使用的所有技术，包括不道德的技术。

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.

企业将竭尽所能，从客户那里获取尽可能多的钱。只有两个限制： 1.法律2.他们必须保护其品牌的声誉。

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.

只要他们保持法律的正确性，并且大多数客户都不会注意到他们使用的技术，那么他们可以做任何喜欢的事情。

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.

企业没有良心。他们当然没有任何道德标准。他们将竭尽所能。那些拒绝使用深色图案的企业将损失他们通过使用雷达下的深色图案可能赚到的10-15％的利润。

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.

网站的每个部分都可以进行AB测试，直到他们设计出可以吸引用户最大利益的设计为止。

How do users react to dark patterns?

用户如何应对深色图案？

They don’t notice.
他们没有注意到。
They blame themselves.
他们责备自己。
They assume it’s an accident or a bug.
他们认为这是意外或错误。
They recognise the dark pattern for what it is and look down upon it (A very small number of people).
他们识别出暗色是什么，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.

大多数客户根本不够聪明，无法理解深色图案。本文的目的是启发您了解整个互联网上不可避免地会遇到的黑暗模式。

Dark patterns usually fit into one of 7 categories.

深色图案通常适合7类。

1.确认羞辱 (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.

我敢肯定你以前看过这个。网站不希望您单击的按钮上放有被动，激进的操纵性消息。目的是影响用户的心理，使其采取网站希望他们采取的行动。

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

我们可以从在整个互联网上确认羞辱的普遍程度中推断出，该技术适用于许多人。

2.伪装广告 (2. Disguised Ads)

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.

每次您查看广告时，该网站都会赚少量钱。点击“下载”或“播放电影”按钮将打开您不想要的广告。

3.强制连续性 (3. Forced Continuity)

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.

开始订阅后，他们不希望您取消。曾经 没有取消客户就像赢得新客户一样好。

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.

举例来说，假设您遇到了7天免费试用以尝试一项新服务。 您将对自己说， 我将尝试免费试用，然后决定是否要开始为该服务付费 。输入银行详细信息，即可开始7天的免费试用期。

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.

在接下来的7天之内，您有一个新的项目在工作，您和您的伴侣发生争执，脚踝下楼梯受伤。生活在发生，而您忘记了免费试用的一切。

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.

随着7天的结束，通常不会发出警告。您检查了银行余额，发现有31.99美元已经从您的银行帐户中取出。您检查了网站，发现为期7天的试用期已经结束，他们自动将您纳入常规的订阅计划。

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.

他们想让你忘记。 他们指望有很多人忘记7天的试用期，以便他们可以收集利润。这是免费试用首先存在的主要原因之一。这些“免费试用”在结束时会悄悄地转变为付费订阅，现在在整个互联网上都很普遍。

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.

如果您还记得7天免费试用期结束之前取消订阅，那么这可能不是一个特别简单的过程。是否要取消对Verizon的订阅？如果您尝试导航到他们网站上的“取消订阅”按钮，就会看到此内容。

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.

如您所见，他们的网站上没有取消选项。在此阶段，许多人会感到困惑，并决定在其他时间取消订阅。 人们很忙，人们很懒。 取消订阅越困难，那么这样做的人就会越少，Verizon将会获得更多的利润。

This is the only way you can unsubscribe from Verizon:

这是您可以取消订阅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完全有能力在其网站上创建一个简单的“取消订阅”按钮。现在是2020年，绝对没有理由需要通过电话取消。要求呼叫中心的唯一原因是因为Verizon希望为取消订阅过程带来更多摩擦。

Businesses really don’t want you to unsubscribe.

企业确实不希望您退订。

4.隐性成本 (4. Hidden Costs)

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.

显示的价格通常远低于实际价格。这在Booking.com和Airbnb.com等预订网站以及Skyscanner.com和Google Flights等航班比较网站中很常见。

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.

客户最初根据显示的价格做出购买决定。他们花时间输入详细信息后，便要面对实际价格。 在此阶段，客户会全情投入购买，并且通常会接受提价。

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.

举例来说，假设您要购买伦敦至纽约的航班。扫描搜索结果后，您发现一个航班的低价为278美元 。 这就是你自己想的。

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.

您输入您的个人详细信息，然后输入银行详细信息，很高兴能最终预订您的美国之旅。几分钟后，您到达付款流程的最后，才发现价格已升至$ 320 。 它只是一点点多余，没什么大不了的。 我刚刚经历了输入我的详细信息的麻烦，老实说，我讨厌搜索航班。 让我们买吧。

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.

您可以合理化您现在花费的$ 42 。当天还有10,000人购买航班。 10,000 x $ 42 = $ 420,000。仅通过降低其航班的显示价格，这便为航空公司额外创造了420,000美元 。

5.潜入篮筐 (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.

就像一个孩子在不看时将糖果滑入妈妈的购物车一样，主要的网站也做同样的事情。 默认情况下，商品会添加到您的购物车中。

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

许多用户不会注意到添加的项目，并将继续进行付款过程。

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.

尽管用户可以删除添加的项目，但它是选择退出而不是选择加入的事实意味着许多用户最终将为自己不想要的东西付费。

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

在英国和其他欧盟国家，“潜入篮筐”黑暗模式现已成为非法行为。

6.反直觉 (6. Counter Intuitiveness)

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.

我们已经习惯了在网站上看到的模式。到目前为止，我们大多数人都经历了很多注册过程，我们知道会发生什么。

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.

因为我们希望看到网站上的模式，所以为黑暗模式提供了机会，以利用我们的期望。这些深色图案符合Web设计的惯例，以使用户混淆自己想要做的事情。

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

如您所见，即使选举也不能免除黑暗模式的趋势。

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.

可以将按钮放置在您意想不到的位置，复选框的措辞可能令人迷惑，并且购买选项的列出可能会产生误导性。

7.按钮位置 (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.

这种暗模式与“反直觉性”不同，因为它仅指单击或轻击特定按钮的物理能力。

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.

同意提供数据或金钱的按钮很大，位于中央且易于单击。用于取消订阅，检查条款和条件或采取他们不希望您执行的任何操作的按钮很小，不吸引人且难以单击。

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

另一个常见的窍门是广告上非常小的“ X”或“关闭”按钮，这些按钮很容易被误点击，从而打开了广告。

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

如果您发现自己选择了错误的选项，则可能不完全是您的错。

8.隐藏代码 (8. Hidden Code)

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.

我们看不到网站背后的代码。这使网站能够以一种我们无法检测到的方式欺骗我们，与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.

您还将看到用于显示社交证明的这种隐藏代码。您可能会看到消息“ Jason刚刚订阅！” 或“最近有7个人购买了该产品！”。我们不知道这些弹出窗口背后的代码，因此我们无法确定它们是否合法。

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.

黑暗的图案不会自行消失 。随着互联网发展到未来(并可能与VR集成)，各种黑暗模式将继续出现。

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.

我们希望互联网成为什么样的环境？我们是否需要一个不断尝试从心理上操纵人们金钱和信息的互联网？一个地方-您每次想进行某种购买时，都需要规避无数的陷阱。

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.

还是我们想要一个互联网，在这里我们可以依靠前瞻性和诚实的网站。互联网，我们可以放松和导航，而不必时刻保持警惕。互联网会激发人们的善意和公允的业务，而不是会让您感到世界仿佛充满了黏糊糊的操纵者的互联网。

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.

随着我们对心理学的了解不断提高(通过使用MRI扫描仪和其他神经营销技术)，黑暗模式只会变得越来越复杂。

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.

作为个人，我们有责任认识黑暗模式并传播有关其存在的信息。别再傻了。意识到黑暗的模式。