Unethical Brand Regret: Do You Actually Love the Brands You Choose Every Day?

Valentine’s Day is loud about love. February 15th is quieter… and honestly more interesting.

Because post-Valentine’s isn’t just chocolate wrappers and receipts. It’s that little emotional hangover where you realize: some choices felt cute in the moment… and then didn’t.

That’s the exact feeling a lot of people have about the brands they buy from every day.

Not because they’re “bad” people. But because modern shopping is built for speed:

• quick taps

• quick dopamine

• quick “add to cart”

• and quick forgetting

How to Evaluate Unethical Brands

So here’s the question worth sitting with:

If brands were relationships, would you still choose yours tomorrow—once the sparkle wears off?

This isn’t a callout. It’s a clarity check.

We’re going to do it through something most people overlook:

Brand design is a behavior. It's not just “how it looks.” It’s how it treats people.

Below is a simple, designer-led way to spot ethical vs. unethical brand behavior using The Sage Mages Six-Lens framework: Tone, Logo, Color, Font, Media, UX.

The Post-Valentine’s Check: “Love” vs. “Regret” Signals in Brand Design

1) Tone

Love signals (ethical):

• Plain language that respects people’s time and attention

• Inclusive descriptions that don’t assume one “default” body, identity, culture, budget, or ability

• Clear definitions instead of insider jargon

• Transparent claims (what it is, what it isn’t) without moral pressure

Regret signals (unethical):

• “Urgency” that feels like emotional manipulation (“Only 3 left!” everywhere)

• Vague virtue language with no proof (“We care deeply about people” — but how?)

• Shame-centered support language (“You should have read the fine print” energy)

Quick test: Can you understand what they’re offering in 10 seconds without feeling rushed, dumb, or pressured?

2) Logo

Love signals (ethical):

• A mark that stays recognizable at small sizes (accessibility + clarity)

• Thoughtful symbolism that doesn’t borrow cultural elements carelessly

• Consistent usage (less confusion = less cognitive load)

Regret signals (unethical):

• Trend-chasing identity swaps every few months with no explanation

• Symbolism that feels like “aesthetic appropriation”

• A logo so intricate you can’t read it in real life (which often mirrors “we care about appearances more than people”)

Quick test: Does the logo help you identify the brand easily, or does it perform “cool” while failing basic clarity?

Inclusive brand identity for Tech Atypically, a performance coaching service for neurodivergent tech professionals. Logo, color, fonts, and media were tested for color contrast and legibility.

3) Color

Love signals (ethical):

• Text that’s readable (contrast isn’t optional—it’s respect)

• Color used with redundancy (not relying on color alone to communicate meaning)

• A palette that supports real-world conditions: glare, aging eyes, color blindness, stress, mobile screens

Regret signals (unethical):

• Low contrast because “it’s minimal” (aka hard to read)

• Important info hidden in faint gray

• “Eco-green” palettes used as a costume while practices don’t match

Quick test: Can you read key info quickly on your phone in bright light?

4) Font

Love signals (ethical):

• Comfortable sizing, spacing, and simple hierarchy

• Fonts that support readability over “vibes”

• Consistent typography rules (predictability reduces fatigue)

Regret signals (unethical):

• Ultra-thin type, tiny size, cramped spacing

• Decorative fonts used in body copy

• Overuse of emojis to carry meaning, create false urgency, or “decorate” important info(This can increase visual noise, reduce scannability, and overwhelm readers—especially neurodivergent audiences.)

Quick test: Does reading their site make you feel calm or like you’re squinting and working?

Rare Beauty by Selena Gomez centers real representation by featuring diverse skin tones, identities, and lived experiences in its media—and by designing products and shade ranges meant to work for many people, not just a “default” beauty ideal.

5) Media

Love signals (ethical):

• Real representation (not tokenized)

• Images that match the promise (no bait-and-switch)

• Captions, alt text, and content that doesn’t exclude people using assistive tech

Regret signals (unethical):

• Diversity as decoration, not reality

• Heavy filters hiding product truth

• Video-first marketing with no captions (a loud tell: “if you can’t access it, oh well”)

Quick test: If you turned the sound off and couldn’t see images, would the message still be understandable?

6) UX

Love signals (ethical):

• Transparent pricing, shipping, returns, and terms (easy to find, easy to understand)

• Accessible forms, clear error messages, multiple ways to contact support

• Calm purchase paths that don’t trap you in popups

Regret signals (unethical):

• Dark patterns: forced sign-ups, confusing unsubscribe flows, hidden fees

• Pop-up spam that blocks content

• Checkout “surprises” (fees revealed late, manipulative add-ons pre-checked)

Quick test: Do you feel guided—or cornered?

The “Brand Relationship” Reflection Prompts

If you want a post-Valentine’s moment of real clarity, try these:

1. Which brand do you keep returning to—and do you feel good after?

2. What did the brand make easy for you? What did it make hard?

3. Did you feel respected in the process… or managed?

4. If your friend told you this brand’s experience, would you recommend it?
   

That’s the heart of ethical branding: Do people leave feeling empowered—or exploited?

What To Do When You Spot “Regret Signals”

You don’t have to become a full-time watchdog. Small, sustainable actions count.

• Switch one default brand (just one) to a clearer, more transparent alternative

• Send one gentle email asking about accessibility, sourcing, or labor practices

• Support brands that publish specifics (not just values, but receipts)

• Stop rewarding manipulative UX with your attention and wallet/

  
  

Ethical markets grow when everyday people make everyday choices.

The Quiet Truth

A brand can say “we care” a thousand times.

But design is where care proves itself.

Because every font choice, contrast choice, checkout choice, and support choice reveals who a brand expects to serve and who they’re willing to leave behind.

So here’s your post-Valentine’s question:

Do you love the brands you choose daily… or are you just used to them?