By ensuring transparency, freedom of choice and fair incentives. Users should understand how mechanisms work and be able to make their own decisions at any time - this creates trust and long-term customer loyalty.

When used correctly, dopamine design creates motivation, orientation and enjoyment: gamification can lead to more interaction, reward loops retain users in the long term, and microinteractions ensure intuitive operation and feedback.

Dark patterns are manipulative design tricks that trick users into taking actions that they would not consciously take - e.g. hidden costs, hard-to-find cancellations or automatically activated subscriptions.

No. Dopamine design can be used responsibly to promote positive user experiences. It only becomes manipulative when users are deliberately pressurised into making decisions or addictive mechanisms are used - such as dark patterns.

Dopamine design describes digital design that specifically appeals to the brain's reward system - for example through playful elements, rewards or personalised content - in order to activate and retain users.

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.