The Dilemma of Choice: How Design Shapes Consumer Decisions

Abstract

Design: What is it about? At its core, it is meant to simplify flows, reduce friction, create experiences that feel effortless and ultimately make our lives easier. But somewhere along the way, design stopped being about usability. It became a smart and meticulously crafted system that shapes, guides and influences user choices, a strategy built to keep users hooked to the service. While that may still align with what good design strives to do, it is equally important to recognise the moment it blurs the line and turns manipulative. A manipulative design takes advantage of its users through subtle trickery, hidden beneath the illusion of a seamless experience.

This paper explores dark patterns in UI and UX design, which are deceptive interface choices that manipulate users into performing actions that benefit businesses more than individuals. Every button, colour and word is placed with intent. From Netflix's hidden cancellation options to Amazon's auto-renewals and LinkedIn's contact traps, every element in a design is calculated to serve a business goal.

Through secondary qualitative and quantitative research, this study examines how dark patterns influence consumer decisions, increase engagement and retention and at the same time reduce user autonomy.

Observations from the reviewed literature and interface analyses suggest that although these tactics may deliver short-term business gains, they also risk undermining long-term user trust and brand credibility.

The paper encourages a move towards ethical design that prioritises transparency, empathy and accountability, inviting designers and organisations to reconsider whether their work ultimately serves business objectives or the people who rely on these systems.