In contemporary design of visual communications, the term “friction” ceases to be an obstacle to be removed and becomes a strategic tool for achieving deeper user engagement. While traditional design strives for a flawless experience without effort (eng. seamless design), in order to enable the user to save time and understand current and future procedures more easily, the intentional introduction of friction encourages critical reflection and interrupts the passive consumption of content.
The design approach with friction is based on the concept of “Slow Technology”, which was introduced by Hallnäs and Redström (2001) with the aim of presenting technology in a way that makes people think. Building on that, “slow design” (eng. Slow Design) (Grosse-Herin et al., 2013) seeks to intentionally and purposefully slow down the processes of production and consumption, promoting ecological and social sustainability against the speed dominated by consumerism and which encourages reckless shopping.
The intentional introduction of friction or distraction is defined as a method that helps to bring awareness to the background aspects of the experience. This allows the user to make a conscious choice instead of an impulsive reaction.
Friction in design can be applied in several forms.
1. Cognitive friction, by using unexpected visual elements or complex typography, forces the brain to try to decipher the message.
2. Emotional friction causes discomfort or shock to break through the armor of indifference and trigger an emotional response.
3. Interactional friction intentionally makes the purchase process more difficult to slow down the buyer and leave room for rational thought.
In the context of maximalism, the accumulation of information and intentional complexity do not serve to confuse but create a barrier that prevents reckless consumption. Thus, maximalist design forces the individual to take on the role of an informed and responsible user in an overloaded environment.
However, the strategic use of friction has a dangerous side in the digital landscape: dark patterns. While ethical friction aims to empower the user through awareness, dark patterns (or deceptive patterns) subvert these principles to exploit human psychology. As defined by Harry Brignull in his book Deceptive Patterns, they are UI/UX choices carefully crafted to trick users into making decisions that serve the company’s interests rather than their own. Unlike the “slow design” philosophy that introduces friction to curb impulsiveness, dark patterns often work by removing friction where it should be—like the overly simple “one-click” purchase—while simultaneously introducing extreme friction to prevent users from exercising their rights.
A prime example is “Roach Motel,” where signing up for a subscription is seamless, but canceling requires navigating a maze of interactional friction. Similarly, “Confirmshaming” exploits emotional friction; Instead of provoking thought, it uses guilt to manipulate the user (e.g., a button that says “No thanks, I don’t want to save money”). The difference between the two lies in transparency and intent. While maximalism uses complexity to demand informed presence, dark patterns use “deception” or “trick questions” to exploit cognitive fatigue. According to the Federal Trade Commission (FTC), these tactics are increasingly regulated because they circumvent the “conscious choice” that ethical friction is supposed to protect. Ultimately, while friction can be a tool for awareness, in the form of dark patterns it becomes a weapon of manipulation.
Disclaimer: AI used
Benedetti, A., & Mauri, M. (2023). Design for friction: An inquiry to position friction as a method for reflection in design interventions. Convergences – Journal of Research and Arts Education, 16(31), 139. doi.org
Krug, S. (2014). Don’t make me think, revisited: A common sense approach to Web usability (3. izd.). New Riders. https://dn790002.ca.archive.org/0/items/SteveKrugDontMakeMeThink/Steve_Krug_Don%E2%80%99t_Make_Me_Think%2C.pdf
Lauritzsen, S. (2022, 23. ožujka). Five types of design friction and why they’re awesome. Medium. https://medium.com/@syverlauritz/five-types-of-design-friction-and-why-theyre-awesome-11f850072b8f
