The best way to do this is through conscious content design: integrate language into the UX strategy at an early stage, develop clear guidelines (e.g. for microcopy and tonality) and regularly test how users react to certain texts. Even small text modules should receive just as much attention as design or function.

Tonality describes the linguistic style and the "character" of a brand. It can be relaxed, serious, humorous or empathetic - the main thing is that it suits the target group and remains consistent across all touchpoints. The right tone of voice creates trust and brand loyalty.

There is no "right" or "wrong", but some variants (e.g. gender colon) are considered less accessible for screen readers. It is important to choose a form that suits the brand - and to use it consistently. Consistency ensures clarity and professionalism.

Gendering is not mandatory, but it sends a strong signal for inclusion. It shows that all users are being addressed - regardless of gender or identity. However, those who choose to do so should use gender consistently and stylistically consciously to ensure comprehensibility and legibility.

Microcopy are short, functional texts in digital interfaces - such as button labelling, form help or error messages. They guide users through digital processes and help them make decisions. Good microcopy provides orientation, trust and a smooth user experience.

No - it's not about doing without, but about a conscious, mindful approach. Digital communication remains essential, but should be user-centred, measured and respectful.

A user-friendly, calm and clear UX acts like a digital breather. Intuitive navigation, subtle designs and clear structures help users to find their way around more quickly - without overwhelming them.

Less is more: you should communicate content clearly, purposefully and with real added value. A reduced frequency, personalised content and empathetic handling of the target group's attention help here.

Falling interaction rates, shorter dwell times, increased unsubscribing from newsletters or ignoring push messages can be the first signs of digital fatigue.

Digital fatigue describes the mental and emotional exhaustion caused by excessive digital stimuli - such as constant screen use, notifications and information overload. Users are increasingly reacting to this by withdrawing and consciously reducing their digital behaviour.

Users have more control over their data and can decide for themselves what information they share with companies. This leads to a more transparent and less invasive digital world and could strengthen trust in online advertising.

With contextual targeting, adverts are displayed based on the content of a website instead of collecting user data. This allows companies to reach their target groups without the use of third-party cookies while respecting data protection.

Companies can rely on alternative technologies to continue delivering relevant advertising. These include the use of first-party data, contextual targeting, Google's Privacy Sandbox, server-side tracking and cohort-based approaches that do not require individual profiles.

Instead of removing third-party cookies completely, Google is introducing a new feature that allows users to decide for themselves whether or not to allow these cookies. This decision was made in co-operation with regulatory authorities such as the UK Competition and Markets Authority.

Third-party cookies are cookies that are set by websites that are not the current site that the user is visiting. They allow third parties to collect user data across different sites. Google and other browsers are removing these cookies from 2025 to strengthen user privacy and increase their control over their own data.