Ethics as Method: Repositioning Visual Communication Design in the Era of Manipulative Interfaces

Abstract : The rapid expansion of digital interfaces has positioned visual communication design as a central force in shaping user behavior through increasingly sophisticated forms of visual persuasion. Contemporary interfaces did not merely present information but actively structure choices through visual hierarchy, interaction flows, and algorithmic mediation, raising critical ethical concerns. The existing body of research remained fragmented, with inconsistent conceptualizations of persuasive versus manipulative design, limited empirical validation across platforms, and insufficient attention to cultural contexts. This study aimed to critically synthesize the literature on ethical issues in digital communication design, with a particular focus on dark patterns, user autonomy, and trust, while advancing a design-oriented perspective grounded in visual communication. Employing a narrative literature review (NLR) approach, the study systematically analyzed 47 selected articles from an initial corpus of 849 publications, using iterative search strategies, citation chaining, and thematic analysis to identify patterns, tensions, and gaps. The findings revealed five dominant themes: the proliferation of dark patterns as systemic manipulative strategies; the emergence of ethical design principles centered on transparency and user control; the limitations of current regulatory frameworks; the central role of trust as a key outcome; and the marginalization of cultural perspectives. Despite conceptual advances, the field remained methodologically fragmented and lacks integration between design practice, ethics, and regulation. This study contributed by proposing the Ethical Visual Communication Framework, which integrated visual interface design, persuasion mechanisms, user cognition, ethical principles, and regulatory context into a unified model. The framework repositioned visual communication design as a critical locus of ethical intervention, offering both theoretical advancement and practical guidance for developing more responsible, human-centered digital environments.