A wave of young, tech-savvy consumers is flooding the marketplace, armed with smartphones and strong opinions. They're not just buying products but choosing causes, experiences, and authenticity. 

Welcome to the world of Gen Z marketing!

Born between 1997 and 2012, Gen Z is rewriting the rules of engagement. They're a force of nature reshaping the business landscape. Gen Z is challenging companies that even something as seemingly simple as logo design can make or break your business.

So, are you ready to captivate the generation that's taking over? This guide will be your compass in the uncharted waters of Gen Z marketing. We'll explore what makes this generation tick, reveal the strategies that win their hearts (and wallets), and spotlight the pitfalls that could send your brand tumbling down their TikTok feeds.

What does Gen Z value?

When creating a business that should appeal to Gen Z specifically, it is good to research what this generation values the most. For starters, top values for Gen Z include:

• Authenticity
• Transparency
• Inclusivity

Knowing this will help keep your business profitable, prevent overspending on changing the product strategy, and attract the attention of potential buyers.

Authenticity and transparency

The first thing you should understand about Gen Z is that they grew up with social media, and they are easily able to spot anything that feels too polished or contrived. 

They value genuine, transparent brands that are willing to show their imperfections. They prefer behind-the-scenes content, real stories from the brand's journey, and honest communication about challenges.

So don't be afraid to be transparent with your audience and show your brand's human side. Consider sharing some of your failures that prove that you are not a picture-perfect company.

An example of such a company could be Glossier, which uses user-generated content like reposting customers' selfies—blemishes and all. This raw, unfiltered approach resonates with Gen Z.

Image source: Glossier Instagram

Inclusivity and diversity

Inclusivity is yet another consideration when creating Gen Z-appealing products. Brands must ensure representation across race, gender, body types, and cultural backgrounds to capture Gen Z's attention. 

If your business fails to embrace diversity, it can result in alienation. At the same time, brands prioritizing inclusion often build stronger, more loyal relationships with this generation.

An example is Fenty Beauty, which shows models with different skin tones that help Gen Z feel seen and valued.

Moreover, inclusivity isn't just about visuals — it extends to how brands communicate and engage with audiences. Brands that strive to open conversations, promote diverse perspectives, and listen to the voices of marginalized communities tend to resonate deeply with Gen Z.

How To Design for the Gen Z Aesthetic

Once you understand the values of this generation, it is time to think about what design ideas to implement into the product. It includes both understanding the color selection and the layout of elements on the canvas. Here we will cover these two important elements in more detail.

Bold colors and playful typography

When it comes to visuals, Gen Z is fearless when making a statement. Think electric blues paired with neon pinks or deep purples clashing beautifully with bright yellows. It is all about catching the eye and holding attention in a world of endless scrolling.

Experiment with unexpected color combinations. Use tools like Adobe Color or Coolors to generate fresh, appealing palettes that pop to create UX design for the website, Instagram, or TikTok page.

Typography? Get creative. Mix serif and sans-serif fonts. Play with custom, hand-drawn elements. Brands like Wildflower Cases are killing it with eclectic, bold typographic choices that scream individuality.

Image source: Wildflower Casses

Minimalism with a twist: Less can be more (if done right)

Don't get it twisted—Gen Z can appreciate minimalism, too. Think clean lines with a pop of unexpected color or simple designs with a quirky element that makes you look twice.

Use negative space creatively to draw attention to key elements of your visual brand. It can create a sense of intrigue that Gen Z loves. Look at how Glossier uses simple packaging with bold lettering—it is minimal, but it makes a statement.

Consistency Across Channels: A Seamless Experience

Now, let's discuss how you would share information about your product with Gen Z, communicate with them, and create a special bond that will help your business grow. 

One way is to select the most suitable social media platform for your product.

For example, today, businesses use platforms like Instagram or TikTok to reach more potential customers. These platforms, with the help of algorithms, allow any video to go viral quickly.

So, what else should you know? Let's find out here.

From Instagram to TikTok: Be everywhere, be consistent

Gen Z doesn't just use one platform — they are everywhere. Your brand needs to be, too, and it needs to feel cohesive across all these spaces.

Create a visual style guide that works across platforms. Your Instagram grid should vibe with your TikTok content, which should also match your website aesthetic. 

Gymshark, for example, does this brilliantly by maintaining a consistent look and feel, whether you are scrolling through their feed or walking into their pop-up stores.

Use social media: Short, sweet, and shareable

If you wish to attract Gen Z clients, create short-form content. Create shareable templates or stickers that make it easy for users to develop on-brand UGC (user-generated content). 

Design Instagram Story templates or TikTok challenges that align with your brand aesthetics but allow for personal creativity. This will expand your reach and build a community around your brand.

The importance of inclusivity: Represent the real world

The last thing you should consider is inclusivity. Gen Z values diversity, and to attract their attention, implement this in your product idea.

Audit your visual content regularly. Are you showcasing a range of body types, ethnicities, and gender identities as an integral part of your brand story? 

Take a leaf out of Fenty Beauty's book—their campaigns celebrate diversity in all forms, and Gen Z is here for it.

Image source: Fenty Beauty by Rihanna

Common Mistakes When Creating a Visual Brand for Gen Z

While designing for Gen Z offers exciting opportunities, it is also filled with potential pitfalls. Missteps in strategy or execution can lead to missed connections with this highly discerning audience. Here are some common mistakes brands make when creating visual identities for Gen Z and how to avoid them.

Overselling or being too pushy

Gen Z grew up surrounded by advertising and is adept at tuning out traditional sales tactics. Over-promotion or aggressive marketing can quickly turn them off.

What do you have to do? Ditch the hard sell and focus on resonated storytelling. Share your brand's journey, quirks, and values. Be the friend they want to hang out with, not the salesperson they want to avoid.

Faking it

Remember when we talked about authenticity? Well, here's where the rubber meets the road. If you try to pass off stock images as your own or use generic, cookie-cutter messaging, Gen Z will definitely won't stay too long with you.

To solve this, get real. Show your team's faces, share your workspace, and don't be afraid to admit when you have messed up. Gen Z appreciates brands that are human, flaws and all.

Talking at them, not with them

Here's a radical idea: why not involve Gen Z in your branding process? Many brands make the mistake of trying to appeal to Gen Z without asking for their input.

Turn your audience into collaborators. Encourage user-generated content, run polls on your next design choice, or even bring Gen Z voices into your creative team. They are not just your audience — they are your best consultants.

Final Thoughts

Creating a visual brand that Gen Z loves isn't about following a strict formula—it is about understanding their values and translating them into visuals that feel related to them. It is about being willing to take risks, evolve, and truly represent the world Gen Z lives in and wants to see.

Remember, Gen Z appreciates brands that aren't afraid to stand for something. So, make sure you are bold in your color choices, authentic in your imagery, and consistent in your messaging across all platforms. Most importantly, be genuine. In a world of curated content, real connections stand out — and that will make your brand unforgettable to Gen Z.

Ready to create a brand strategy that appeals to Gen Z? Tap into our creative community here at DesignCrowd or check out tools like an AI poster generator or an AI flyer generator to help you create designs that will excite your Gen Z customers.

Written by DesignCrowd on Wednesday, October 2, 2024

DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.