Dark patterns in action-based microcopy

Copy is a powerful tool that can persuade people to do things they never planned to. Here are some ways dark patterns misuse words:

• Triggering emotions: Words like "sad," "unfortunate," "despair," or "helpless" can subconsciously evoke these emotions. When users feel down, they may act impulsively to seek relief, making them vulnerable to manipulation.
• Confirmshaming: This tactic uses guilt, anxiety, or fear of missing out to keep users from unsubscribing or deleting accounts. It makes them feel uncomfortable or ashamed for wanting to opt out.
• Confusing language: Techniques like double negatives ("Cancel Unsubscribe"), passive voice, and generic phrases ("Click here," "OK," "Yes," "No") increase cognitive load and lead users to make mistakes, like signing up for services they didn’t want.

As a UX writer, choose your words carefully, considering the emotions they may trigger. Dark patterns may provide quick wins, but they undermine trust and harm a product’s long-term reputation.