- same color background
- in the wrong corner (users expect the "X" in the upper right hand corner). I've seen the "X" in the wrong corner and some other icon in the right hand corner. People reflexive will click in the upper right hand corner and open the ad by mistake
- I've seen where you have to click on text instead of the "X", clicking on the "X" just opens the ad
- Also very small, 1-2 pixel "X" so literally one pixel off and you've opened the ad
- I don't remember what company did this, but they would pop the ad and after three seconds, it would reload, all but a few pixels higher so when you're in the process of closing the window, it would reload and then you'd open the ad by mistake because the "X" is in the wrong place now.
I've seen a lot more devious stuff but the sad thing is, I have decent vision. How do these dark patterns affect people who have impaired vision or other issues with their vision? How infuriating it is it for them to deal with this BS? I can't imagine.