miji.beA dark pattern is a deceptive user interface or user experience design that tricks or confuses users into taking actions they did not intend - making a purchase, signing up for a service, or surrendering personal data. A website that UX designer Harry Brignull started in 2010 (formerly darkpatterns.org, now Deceptive Patterns) has set out the types and their names.
The Deceptive Patterns taxonomy (as of October 2026) includes confirmshaming ("No thanks, I don't want to save money" as the opt-out text), hidden costs (unexpected fees and charges discovered at checkout), hard to cancel (easy to sign up, very hard to cancel), hidden subscription (enrollment in a recurring payment without clear disclosure or explicit consent), and visual interference (information that is hidden, obscured, or disguised).
Dark patterns intersect with URL shortening in two ways. First, the destination page of a shortened URL may employ dark patterns - fake download buttons, hard-to-close ads, and so on. Second, a URL shortening service itself may use dark patterns to push users from a free plan to a paid plan through confirmshaming or hidden limitations.
In the EU, the European Commission's overview of the Digital Services Act (DSA) (as of October 2026) lists a ban on dark patterns, such as aggressive pop-ups or confusing and misleading consent buttons.
The opposite of a dark pattern is a "bright pattern" - ethical design that respects user autonomy and prioritizes transparency. It puts long-term trust ahead of short-term conversion rates.