In today’s hyper-connected, digital world, creating a better user experience is quintessential to attract, engage and retain customers. It is a natural human tendency of not letting go of possessions easily. Likewise, brands dislike losing customers. They make it notoriously difficult to unsubscribe from their marketing and notification emails. By increasing the cognitive load in our brains, they make it extremely hard to find the unsubscribe link. Increased cognitive load leads to poor usability. Poor usability leads to disorientation and eventually forcing users to skip the process.
Unsubscribing should be made as easy as subscribing.
When users display interest in a product or service, they care about the brand. And it is the responsibility of the brand to ensure that their users have a smooth experience as long as they are associated with their offerings — this means having a best-in-class unsubscribing experience as well. Using the dark pattern to confuse and trick users in order to minimize the number of unsubscribes will only lead to frustration and an adverse effect on the brand. Being empathetic to users is not a sign of weakness, but instead a sign of trust.
A typical example of sneaky practice in reducing the visibility of the link: