Design practices and dark patterns in cookie consent forms
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Date
2025-02-25
Authors
Τσιλιγιάννης, Χρήστος
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Abstract
Cookie consent forms play a crucial role in user privacy, as they serve as the primary interface through which individuals provide or withhold consent for data collection. However, dark patterns—manipulative design strategies that subtly coerce users into making decisions they might not otherwise choose—are frequently embedded in these interfaces, raising ethical and legal concerns. This study investigates the presence and impact of dark patterns in cookie consent forms and explores user interactions with different consent form designs through a mixed-methods approach, combining qualitative and quantitative analysis. The research begins with a literature review to establish the existing landscape of dark patterns, consent mechanisms, and regulatory frameworks such as the General Data Protection Regulation (GDPR). A survey-based quantitative study was conducted, gathering data on user perceptions, behaviors, and frustrations regarding existing cookie banners. Additionally, eye-tracking sessions were carried out, allowing for qualitative insights into how users visually engage with consent forms, where their attention is drawn, and how their choices are influenced by interface design. Findings from the questionnaire data reveal that many users experience frustration with cookie banners, particularly when rejection options are obscured or when an interface prioritizes acceptance through misleading design. The eye-tracking sessions further illustrate that users often struggle to locate opt-out options due to poor visual hierarchy, confirming the influence of dark patterns on decision-making. Based on these findings, this thesis proposes an optimized cookie consent form design that eliminates manipulative elements and prioritizes transparency and ease of use. A user-friendly, ethical cookie consent form should have the following five characteristics: Equal Choice Ease, Clear Options, Fair Design, Good Visual Aesthetics and Straightforward Language. This research contributes to the field of Human-Computer Interaction (HCI) by not only identifying harmful patterns in consent interfaces but also testing a user-centered alternative through both behavioral observation and self-reported experiences. By merging quantitative statistical analysis with qualitative interaction insights, this study provides a comprehensive evaluation of how users navigate cookie banners and offers a practical solution to enhance privacy choices. The results hold implications for website designers, policymakers, and regulatory bodies seeking to ensure that online consent mechanisms align with ethical and legal standards.
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Keywords
Consent form, Dark patterns, Human-computer interaction (HCI), General data protection regulation (GDPR), User interface (UI), User experience (UX), Visual hierarchy, Design trustworthiness, Ethical interface cesign, Accept and reject cookies, User study, Eye-tracking