If you’re unfamiliar with the term “Generation Z aesthetics,” don’t worry; you’re not alone. This relatively new term is used to describe the specific visual preferences of the Generation Z demographic, which comprises people born between 1997 and 2012. And while the term itself is still evolving, there are a few key elements commonly associated with Generation Z aesthetics, including pastel colors, natural lighting, and clean lines.
Gen Z is an important demographic because they are entering the workforce and, increasingly, are gaining spending power. By 2030, experts believe this generation will be the highest-paid spending power in all of human history.
If you’re looking to appeal to this demographic with your marketing or product design, it’s important to keep these aesthetic preferences in mind. But how can you do that without coming across as try-hard or inauthentic? When creating a brand identity or marketing strategy, it is best to work with professionals. Creative digital marketing agencies would know how to execute ideas that accurately reflect your company’s values while also speaking to Generation Z.
Still, you can create your own marketing strategy or product design that resonates with Generation Z. Here’s how:
Use natural light wherever possible.
One of the most common requests from clients trying to appeal to Generation Z is for more natural light in their product photography. And while using artificial light can sometimes be necessary, try to use natural light instead whenever possible. This will give your photos a more relaxed and organic feel that will resonate with Gen Z’ers.
Stick to a limited color palette.
When it comes to Generation Z aesthetics, less is definitely more. That’s why sticking to a limited color palette is recommended when designing anything for this demographic. Two or three colors should be plenty—any more than that, and you risk coming across as try-hard or cluttered.
Moreover, choose bright pastels over muted tones. This generation prefers cheerful and optimistic colors, so steer clear of anything too dark or moody. Yellows, pinks, greens, and blues are all excellent choices if you want to capture the attention of young consumers.
Choose simple, clean fonts.
As with colors, when it comes to fonts, less is more when you’re targeting Generation Z. Avoid overly decorative or complex fonts and stick to something simple and clean instead. This will help ensure that your message comes across as clear and concise—something that’s important to this demographic.
Keep your designs minimalistic.
Another common trait of Generation Z aesthetics is minimalism—so it’s no surprise that this is something that our clients often request when they’re trying to appeal to this demographic. When it comes to design, less really is more for Generation Z’ers, so avoid anything overly complicated or busy. Stick to clean lines and simple shapes for the best results.
Create a positive message.
Your brand should have a positive message if you want to appeal to Generation Z. This generation is highly aware of the social and political issues facing the world today, so they’re looking for brands that share their values and are working to make a difference. If your brand has a positive message, be sure to highlight it in your marketing and product design.
Some of the issues that resonate with young consumers include environmentalism, diversity and inclusion, social justice, and mental health awareness. Of course, your activism shouldn’t be just for aesthetics. Consumers nowadays are smart. They know when a brand is duping them and are not afraid to call you out.
Brands such as Coca-Cola, Unilever, and Nestle have been called out for “greenwashing,” a term used when companies make false claims about their environmental friendliness. These brands have been named some of the biggest polluters in the world. So, if you’re going to use Generation Z aesthetics to sell your products, be sure your message is genuine. Otherwise, pretend for some backlash.
Gen Z, like Millennials, enjoys a sense of nostalgia. This is likely due to the fact that they are growing up in a time of political and economic turmoil—nostalgia provides a much-needed escape from all the uncertainty. To tap into this, consider using nostalgic elements in your marketing and product design.
For example, you could use vintage fonts or images or even create a modern spin on a classic product. Right now, the ’90s and the aughts are huge. People are really nostalgic for simpler times when we didn’t have to worry about things like the pandemic and the impending doom of climate change.
Generation Z is the future—so if you want to stay ahead of the curve, it’s important to understand their aesthetics and how to use them in your business. Keep these tips in mind, and you’ll be well on your way to creating a brand identity or marketing strategy that resonates with this powerful demographic.