Designing without dark patterns
guide for designers

6.2. Text formulation

Page reading time: 5 min 30

→ The way text is formulated reflects the brand image and strategy of a company.
It is essential:

Write in a language level that is understandable

To streamline the user journey, it's important to use vocabulary that is:

  • Simple;
  • Easily understandable;
  • Free from ambiguity.

Ambiguity is used to deceive the user. Upon quick reading, they may understand one meaning, but upon closer examination, the message may convey the opposite.

The use of understandable vocabulary is crucial, especially in areas generating interaction with the user (buttons, forms, etc.). If the user doesn't understand an instruction, they will become stuck. This may prevent them from completing the journey, resulting in a poor experience with your company.

Example
Checkbox with the following label: Do not uncheck this box if you wish to be contacted via email about product updates, upgrades, special offers and pricing.

Confusing vocabulary

Square Enix uses confusing vocabulary. The goal is to make users agree toreceiving email marketing campaigns.

Image source: reddit.com

Example
Popup with the following message: 'Are you sure you want to cancel the order ? You will not be able to retrieve it later. Click OK to cancel order. Click Cancel to return to your order.' followed by ‘Cancel’ and ‘Ok’ buttons

Confusing vocabulary

Here, it is complicated to know which button to click on to withdraw an order.

Image source: darkpatterns.uxp2

Do not use guilt-inducing formulations

By resorting to guilt-inducing language, you are exploiting a technique of mental manipulation. This prompts the user to perform actions they might not have necessarily done initially. 

Example
Pop-up with the title '65,000 Subscribers to our Newsletter Benefit from Our Exclusive Tips! Why not you?' followed by the text 'Are you leaving already?:( Subscribe to the newsletter and receive our best tips every week to attract more visitors, generate leads, and convert them into customers!:)' Button 'Subscribe Now''

Guilt-inducing message

This website uses the text formulation 'Are you leaving already? 🙁 » which makes the user feel guilty. The intention here is to push the user into subscribing.

Example
Pop-up with the title 'You're using an ad blocker. We wondered if you might not?' followed by the text 'We work hard to ensure our ads aren't a pain, and they're how we're able to offer the splendid site for free. For Horace's sake, could you whitelist us?' with the primary button 'Turn Off Ad Blocker' and the secondary button 'I am a bad person'.'

Guilt-inducing message

The user has the choice between:

  • Disabling their ad blocker;
  • Admitting that they are a bad person.
    The goal is to push the user into viewing the advertisements.

source: confirmshaming.tumblr.com

Example
Message at the end of a newsletter: 'You never want to hear from us again? ( 😢 )' followed by the button 'It's possible here.'

Guilt-inducing message

Here, the guilt-inducing message is used so that the user does not unsubscribe from the newsletter.

Do not push the user to take action

The use of these formulations exploits mechanisms such as:

  • loss aversion;
  • scarcity bias.

To push the user into doing what the service wants.

This can be used to push the user to:

  • Subscribe;
  • Continue reading an article.
Example
Pop-up with the title 'Hurry up, prices are going to increase!' followed by the text 'We can only maintain prices for a limited time. Book before it's too late!' and the button 'OK, THANK YOU!'

Phrase encouraging the user to take action.

The Opodo website plays on the user's loss aversion. The phrase 'Hurry up, prices are going to increase!' pushes the user to make a purchase quickly..

Example
Hotel booking page. Fields to fill in the information. Red zone at the bottom left with an alarm icon, the title 'Limited availability on your dates:' and the text '1 similar hotel is already unavailable on our site.'

Phrase encouraging the user to take action.

The Booking website pushes the user to book quickly by playing on the scarcity effect. It indicates that similar hotels are already unavailable for the user's dates.

Good practices

  • Use factual and neutral formulations: provide information to the user without pushing them to take action;
  • Do not visually highlight non-essential elements: avoid using red text and exclamation points that create a sense of alertness and danger.
6.1 Access to information
6.3 Information presentation