I work at a company where our users run into a loading screen frequently. We can't preload the data because it's rather random. Right now we have a loading bar, and after a couple of times seeing it, users get sick of it. I am doing everything I can to make the loading faster, and it's down to ~240ms, but that's not good enough.
Yelp uses fresh phrases for its loading indicators (chopping chives, sizzling steaks, etc.); this is appealing to me, but the product has to be very generic for use on many partner sites, so any fresh rotating content would need to be extremely neutral and not imply anything about anything.
What creative ways have y'all come up with to prevent users from getting fatigued by loading screens?