Dark pattern in email signatures: How to avoid traps and build trust?
December 20, 2024
Your email signature, though small, is an important part of any message. It is your business card that shapes the first impression of you and your company. However, inappropriate use of this space can lead to the use of dark patterns - manipulative techniques designed to persuade the recipient to take an action that is undesirable to them. How to avoid such practices and create an email signature that inspires trust?
What are dark patterns in email signatures?
Dark patters in email signatures are any elements that are designed to mislead or coerce the recipient to perform a certain action, often without their informed consent. These can include:
- Excessive number of links: Too many links can confuse the recipient and make it difficult to find the most important information.
- Small, illegible font: Making content difficult to read and forcing the recipient to make more effort.
- Invisible links: Links hidden in the text or the same color as the background can be difficult to see.
- False buttons: Graphic elements that look like buttons but do not lead to any action.
- Manipulative wording: Words that pressure the viewer or suggest urgency for action.
Why are dark patterning harmful?
- Loss of trust: Recipients quickly notice manipulative practices and lose trust in the company.
- Negative image: Dark patters damage a brand's reputation.
- Reduced effectiveness: Instead of encouraging action, dark patters can lead to the opposite effect.
How to create an ethical email signature?
- Simplicity and readability: Avoid complicated layouts and excessive elements.
- Clear and understandable calls to action: If you want the recipient to click on the link, phrase your call to action clearly and specifically.
- Real buttons: If you use buttons, make sure they lead to the right page.
- Accessible font: Choose a readable font and the right size.
- Transparency: Be transparent about your intentions. If you want the recipient to do something, explain why.
The email signature is an important part of your communication. To build trust and achieve your marketing goals, avoid dark patterns and create a signature that is simple, readable and ethical.