It often is intentional. These are called Dark Patterns. For example, when purchasing cable television online I came across this screen:
Notice that right below the phone number input is a checkbox labelled "This is a cellphone number." It would seem that you could check that box so that the company will not call your cell and use up your precious minutes. However, in smaller print, it says that checking the box will sign you up for activation, installation and promotional messages. They want to know whether the number is a cell or not so that they can send you ads via text messages. Why else would they hide the important information in small text? If I were designing this form, the large text would say "Use this number to send me updates and promotional text messages". That's clear and honest. But less people would check the box if that was the case.
"A dark pattern is a user interface carefully crafted to trick users into doing things they might not otherwise do, such as buying insurance with their purchase or signing up for recurring bills." - Harry Brignull, founder of darkpatterns.org. See all the different types of Dark Patterns at http://darkpatterns.org.
"Dark Patterns" also exist outside of software. I'd call it a Dark Pattern when you get mail that says "Final Notice" on the front, as if some bill were due. These types of junk mail advertisements usually hide the fact that they're selling you something.
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| Mortgage Data? This sounds official! There's no way this is an insurance advertisement! |
On the computer or on a piece of paper, this type of communication is misleading and unethical, but still legal. So be careful of these companies that are one step above Nigerian scammers. However, companies that are straightforward with their customers or potential customers should be applauded. They may sacrificing some short term gains made from naïve users, but they will make up for that loss with customer loyalty.
