Strategies to combat digital exhaustion with innovative marketing and web design techniques

Abstract

The study addresses the impact of digital exhaustion resulting from information and visual overexposure in virtual consumer environments. Its overall objective was to develop marketing and web design strategies that offer more relaxing and less overwhelming experiences for consumers, strengthening their cognitive well-being. The research applied a quantitative approach through surveys of 78 digital users in the city of Cuenca, analyzing the relationship between visual simplicity, informational clarity, and user satisfaction. The results showed that minimalism and stimulus reduction significantly improve the digital experience and willingness to interact with brands. It is concluded that the implementation of strategies based on usability, ethics, and transparency promotes balanced digital communication, strengthens consumer confidence, and contributes to mitigating cognitive fatigue, consolidating sustainable and emotionally healthy digital environments.