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

arXiv:2602.17670v1 Announce Type: new
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.