Cookie banners are everywhere. And most of the time, they all say the same thing. Faced with this endless stream of copy-paste messages, users tune out. They click without reading, and the idea of giving meaningful, informed consent quickly starts to feel like wishful thinking.
But here’s the thing: it doesn’t have to be this way. What if consent could feel clearer, more intentional — even a little more human? At Axeptio, we think a consent banner can be helpful, well-crafted, engaging — maybe even enjoyable.
And when you personalise the wording — really tailor it to your brand and your audience — something changes. Users pay attention. They understand what’s being asked of them. This article looks at how smart, thoughtful customisation can bring clarity back to the consent experience—and how Axeptio helps make that happen.
Consent Fatigue is Real and Standard Messaging isn’t Helping
“4.1 seconds. That’s the average time users spend looking at a neutral cookie banner, according to a 2023 study by France’s Interministerial Directorate for Public Transformation (DITP). Compare that to the 40 minutes it would take to read all the legal text behind a typical publisher CMP. The gap is huge. And it raises a real question: How can we talk about informed consent when no one’s reading?” says Marina Alvarez, UX Researcher at Axeptio
That gap is a symptom of something many UX and privacy experts know all too well: consent fatigue. It’s what happens when users are bombarded with the same dry, legalese-heavy messages day after day. The result? A kind of digital autopilot. “Accept all” or “Reject all”, clicked in a second, without a second thought.
But consent fatigue doesn’t just harm users. It works against publishers too. It makes it harder to explain why certain data uses matter or to build any kind of trust around privacy.
And ironically, it stems from a good place. The GDPR asks for full transparency. The problem? When everyone turns to the same legal templates and compliance examples, CMPs end up looking—and sounding—exactly alike. Especially frustrating if you’re, say, rushing to buy Dua Lipa tickets and every second counts.
That’s where personalised messaging can make a real difference. Done right, it breaks the cycle. It catches the eye. It makes users pause—and maybe even think about consent.
“Being exhaustive doesn’t mean being wordy,” says Pascal Vautrin, Privacy Standards Expert at Axeptio. “Clear, concise, and tailored messaging is not just allowed—it’s what the law actually encourages. But in practice, the examples provided by regulators are too often copy-pasted into CMPs. What helps on paper doesn’t always help in real life.”
Translation: compliance isn’t the enemy of creativity. In fact, Article 12 of the GDPR is clear—the information must be “concise, transparent, intelligible and easily accessible.” It doesn’t say it has to be dull.
At Axeptio, we believe there’s another way: one that’s fully compliant, but also creative, human, and true to your brand voice. A consent banner can spark a smile, raise a brow, even invite a conversation. When done well, it earns attention—and with it, genuine engagement.
“When information is clear and adapted to the audience, there’s plenty of room for creativity,” says Romain Bessuges-Meusy, CEO and founder of Axeptio. “That’s the power of personalisation—it turns GDPR from a chore into a chance to connect, stand out, and build trust.”
Compliance, but make it yours
Tone, wording, context—getting these right starts with having the right tools. And for brands juggling different audiences, visual identities, and editorial voices, that means flexibility. That’s the philosophy behind Axeptio’s CMP: a modular banner designed to balance legal compliance with creative freedom.
Here’s a look at what you can tweak behind the scenes:
- Widget position : Bottom left or bottom right? You choose. Want to maximise visibility and interaction? Switch to a contextual Consent Wall that commands more attention—without hijacking the user experience.
- Colours and contrast : Stick to your brand colours or opt for bold contrasts to grab attention. Either way, your banner doesn’t have to fade into the background.
- Typography, borders, and visual flair : Match your fonts, adjust the border radius, or throw in a subtle drop shadow. Small tweaks that go a long way in making your CMP feel like part of your site.
- Visual storytelling : With over 150 illustrated cookies in our library, you can inject a dose of humour, empathy, or just plain delight.
- Custom text, your voice : Speak to your users in a tone they’ll recognise—whether that’s polished and formal, casual and quirky, or somewhere in between. You’re in control of the message.
Put simply: this isn’t just a banner. It’s a chance to make privacy part of the journey, not a speed bump along the way. Already using Axeptio? You’ll find our full customisation guide here.
What Happens When You Get the Wording Right? These Brands Found Out
What happens when creativity meets compliance? Sometimes, a motorbike with cookie wheels.
That was Speedway’s move. As a leading name in motorcycle gear, the brand went all-in on a CMP that speaks to its community—visually and verbally. The widget features a bold visual and a tongue-in-cheek message:
“To make your road trip on our website smoother, cookies help tailor our content to your needs—think of it as a scenic detour through the Alps.”
A simple drop shadow gave the banner just enough lift to catch the eye, resulting in a clear uptick in user interaction. Want the full breakdown? The case study is right here.
Meanwhile, Gîtes de France® Corse an entirely different road. Their message is warm, welcoming, and packed with charm:
“At Gîtes de France® Corse, we love cookies! Not the kind you enjoy with a cup of coffee when you check in (although those are quite nice too 😋), but the ones that make your browsing experience as smooth as a vacation in Corsica.”
This gentle, good-humoured approach worked wonders: consent rates climbed significantly in just a few weeks. You’ll find the full story here.
In both cases, the lesson holds: when copy and creativity align, compliance stops being a chore—and starts becoming a conversation.
Explore Axeptio's solutions for combining compliance and creativity.
