Bait and Switch is a deceptive dark pattern in UX where users are enticed by an appealing offer, feature, or price—the bait—but are ultimately presented with a less favorable or entirely different outcome—the switch. This tactic misleads users into taking actions they might not have taken had the full truth been disclosed up front.
In the context of user experience and digital design, bait and switch undermines trust by presenting misleading expectations. It’s often used to drive signups, purchases, or clicks through dishonest means. The tactic may involve hidden fees, misleading claims, or substituting products, ultimately coercing users into decisions that benefit the business at the user’s expense.
This pattern may generate short-term gains, but it almost always erodes user satisfaction, harms brand credibility, and leads to negative word-of-mouth.
Disclose all relevant information up front—pricing, terms, features, and limitations.
Only promote features or deals that can be consistently delivered. Avoid exaggerated claims.
Make unsubscribing or opting out as simple as signing up—no hidden hoops.
Allow users to make informed decisions by giving them full context and control over their interactions.
Design with the user’s best interest in mind. Long-term trust is more valuable than short-term conversion spikes.
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