When it’s Cute but also Dark: critical analysis of Farmville 3’s game design in the digital economy

‘Cute design’ or ‘cuteness’ is a known design and development trend in the digital economy, with a proven advertising and marketing appeal to both children and adults. However, we postulate that it may also be an effective dark pattern. The following analysis uses the popular online game FarmVille 3 to illustrate the potential dark side of cuteness in digital game design. Through an explorative game analysis, the cute aesthetic can be identified as pervasive and multi-factored. At the same time, the history and economic steer behind the game shows a clear interest in user data ownership and control. Here, we flag cute design as a risk to human autonomy, and therefore a significant regulatory concern. This original conceptualisation of ‘cute but dark’ design is significant in its potential to manipulate the consumer autonomy of both children and adults. Current regulatory frameworks should empower the end user against the manipulate steer of cute but dark design, considering cultural nuances of what might be deemed cute user interfaces, and the vulnerabilities of certain consumer groups. Regulatory development should constitute a more streamlined approach to dark patterns, that enables a thriving digital economy while maintaining rigorous consumer protection.