The Dark Side of Dark Mode -- User behaviour rebound effects and consequences for digital energy consumption

TL;DR

This study reveals that dark mode may lead to increased user brightness adjustments, potentially negating its energy-saving benefits and highlighting the complex interaction between display design and user behaviour.

Contribution

It uncovers the rebound effect in user behaviour with dark mode, challenging assumptions about its straightforward energy efficiency benefits.

Findings

Users tend to increase brightness when using dark mode.

Dark mode's energy savings can be offset by user behaviour.

Implications for sustainability guidelines and display design.

Abstract

User devices are the largest contributor to media related global emissions. For web content, dark mode has been widely recommended as an energy-saving measure for certain display types. However, the energy savings achieved by dark mode may be undermined by user behaviour. This pilot study investigates the unintended consequences of dark mode adoption, revealing a rebound effect wherein users may increase display brightness when interacting with dark-themed web pages. This behaviour may negate the potential energy savings that dark mode offers. Our findings suggest that the energy efficiency benefits of dark mode are not as straightforward as commonly believed for display energy, and the interplay between content colourscheme and user behaviour must be carefully considered in sustainability guidelines and interventions.