Let’s play a game.
I’ll write one word and you tell me what you think.
Ready? Okay, here we go.
Stanley.
So, what was the first thing that came to mind?
Was it this cup?
If so, congratulations! You’re officially in the cool crowd!
As marketers, the virality of the Stanley Cup is fascinating and inspiring.
I mean, if you really think about it, it’s a chunky, impractical, oversized water mug. That’s it.
So, what gives?
Well, its legend comes in two parts.
One, it used influencer marketing perfectly. And two, it targeted the right audience – Gen Zers!
If you’re a brand or marketer trying to get on the Gen Z radar, you’ve got to think differently and bring your A-game.
And nope, you can’t just slap neon and bright colors on your campaign or products and call it a day. You’ll need to understand what makes this generation tick so you can create campaigns and visuals that stop them mid-scroll.
Ready to dive in? Let’s start.
What Gen Z Likes (and What They Can’t Stand)
One important thing you need to know about Gen Z is that these kids grew up swiping before they could talk. This means they rarely have patience for anything that doesn’t grab their attention in 0.2 seconds flat.
Gen Zers prefer the unconventional and the bold, anything that lets them express their personality. For their aesthetic, they’re not the type who likes to fit in a box, instead, they choose to break and remix pieces to showcase their style.
As you can see, you need a distinct and thoughtful approach when marketing to this crowd.
Here’s what will resonate with this unapologetically expressive generation.
Authenticity or Bust
Gen Z has an unmatched radar for anything that feels fake. Highly stage or overly polished content? Hard pass. For them, what matters more are the raw and real takes.
Think behind-the-scenes snapshots, bloopers, or visuals that lean into imperfection. A selfie with bad lighting? Great, as long as it’s real. A brand showing off their messy brainstorming sessions or production hiccups? Even better. They want to see the story behind the curtain, not just the glittery final act.
Go Bold or Go Home
Pastels and muted tones? Save those for the Boomers. Gen Z is all about loud, unapologetic visuals that demand attention.
Blinding neon palettes, quirky gradients, thick typography, and a dash of chaos make them jam. Want to connect? Lean into experimental fonts, vivid color combinations, and unexpected layouts. Just make sure each element has a purpose.
Mashup Culture
Minimalism meets maximalism? Sounds like a contradiction, but it’s the sweet spot for Gen Z. They thrive on creative mashups that feel cohesive despite the chaos. Think sleek, minimalist graphics paired with loud, maximalist text or imagery.
What’s the key? Balance. It’s like mixing high-energy beats with a chill bassline, you want contrast, but it still has to flow.
Trend-Forward, Never Be Trend-Obsessed
Yes, Gen Z loves a good trend (looking at you, Vaporwave and Y2K nostalgia). But here’s the one thing to note, they hate when brands cling too hard to a trend just to seem cool.
Being too on-trend can backfire, it’s the digital equivalent of showing up to a party in last year’s Halloween costume. The trick is to stay agile, experiment with trends in small doses, and pivot before the hype dies down.
What Gen Zers Dislike
- Being Talked Down To: Treat them like equals, not like you’re “the adult in the room.”
- Corporate Vibes: If it looks like it came straight out of a boardroom, forget it.
- Fake Relatability: Memes are great when they actually land. But force it, and they’ll spot the cringe from a mile away. And they’re not afraid to call you out for it!
Meet Them Where They Scroll
You’ve got the aesthetic down, but here’s the real challenge: showing up where they are. Hint: It’s not Facebook (unless you’re targeting their parents).
TikTok – The Holy Grail
TikTok is Gen Z’s playground. Content here needs to be fast, fun, and visually dynamic. We’re talking text overlays that grab attention, lightning-fast transitions, and trending audio clips that feel fresh. If it’s not scroll-stopping in the first three seconds, it’s already lost.
Instagram –- Still Relevant, But…
Instagram hasn’t lost its spark, but the days of over-curated feeds are long gone. Carousels with swipe-worthy designs, raw and real Stories, and Reels that pop off the screen are the way to go.
YouTube — Thumbnail Wars
For YouTube, it’s all about the thumbnail. Big, bold text, eye-catching graphics, and faces with actual emotion will win those precious clicks.
Design Hacks to Make Gen Z Look Twice
Catching Gen Z’s attention requires some effort and a lot of creativity. Here’s a few pointers on how to make visuals that stop the scroll:
Keep Text Short and Punchy
If your message can’t fit in one sentence or a few well-chosen words, it’s time to trim the fat. Think billboard-level brevity. A snappy callout like “New Drop Alert!” or “Don’t Sleep on This” is going to land way better than a wall of text. Bonus points if it’s clever, funny, or hits a nerve (in a good way).
Play with Movement
Static visuals? Snooze-fest. Even subtle animations like a bounce effect on text or a looped GIF can make your designs feel alive. Movement grabs attention. Make your visuals feel dynamic and you’re halfway to winning over Gen Z’s attention.
Inject Humor
What is Gen Z’s humor? Absurd, ironic, and sometimes downright weird. That’s the vibe you need to channel. A clever meme, a hint of self-deprecation, or a visual gag that makes people pause and laugh will go a long way. Think SpongeBob-level absurdity or a punchy, hyper-specific caption that turns heads. Just keep in mind that humor for this generation only works if it feels natural. Never force it.
Check out how the financial app Cleo uses humor in its campaign.
Diversity FTW
Gen Z wants representation, not tokenism. Your visuals need to reflect the real world, all races, genders, abilities, and body types. It’s not just the right thing to do, but it’s what resonates.
DIY Aesthetic
Perfectly polished? Pass. Gen Z loves the raw, made-in-my-bedroom vibe. Hand-drawn doodles, tape-and-scissors collage effects, or a “zine” look are all fair game. Make your visuals feel like a creative experiment, not a corporate product.
Trends Gen Z Can’t Get Enough Of
To stay ahead, you’ve got to lean into what’s buzzing. Here’s what’s making waves with this crowd:
Nostalgia Overload
Retro is having a major moment. From Y2K aesthetics (hello, glittery fonts, and chunky icons) to 90s grunge (think plaid and Polaroid filters), tapping into throwback vibes hits hard.
Want extra nostalgia points? Channel those grainy VHS overlays, MS Paint graphics, or even the awkward charm of early internet aesthetics.
Eco-Vibes
Gen Z demands sustainability. Show you care with natural tones, earthy textures, and eco-forward messaging. Incorporate thoughtful visuals like hand-drawn type, recycled paper textures, or earthy gradients that tell a bigger story.
Check out how Levis targeted Gen Zers with its “Buy Better. Wear Longer” campaign.
Hyper-Personalized Content
This generation wants to feel seen. Shout out niche subcultures, inside jokes, or hyper-specific memes that resonate with their world. Whether it’s referencing an underground TikTok trend or celebrating a micro-moment only they’ll get, make your visuals feel like they were designed for them.
Big, Messy Fonts
Why choose one font when you can use them all? Mixing serif, sans-serif, and hand-drawn typography in one design feels chaotic, but in a controlled way. Pair oversized letters with funky textures or neon outlines for that perfectly imperfect vibe.
Avoid These Rookie Moves
You now know what captures this group’s attention, but it’s also crucial to avoid a few things.
Trying Too Hard
Nothing turns off Gen Z faster than a brand trying to be something it’s not. Overloading your designs with every trendy element (neon colors, glitch effects, nostalgic overlays) screams, “Look, we’re hip!” And trust us, they’ll see right through it. Authenticity is the name of the game. If your visuals feel like a desperate attempt to fit in, you’re already out.
Pro tip: Less is more when it comes to trend-chasing. Incorporate what feels natural to your brand, not like a costume you’re putting on for a trend parade.
Ignoring Inclusivity
Inclusivity isn’t optional, it’s a core expectation. They also want it to be authentic. Use models of all sizes to celebrate cultural differences, or design for accessibility (hello, captions, and alt text!), your visuals need to reflect the world they live in.
Skipping the “Why”
Gen Z doesn’t have time for noise. Every visual you create needs to answer this question: Why does this exist? If your designs lack a clear purpose or message, they’ll get lost in the scroll. Whether you’re hyping a new product or sharing a relatable meme, make sure your visuals tell a story or spark a reaction.
Brands That Get It Right
Looking for some real-world inspo? These brands are crushing it with Gen Z:
Duolingo
If chaos were an art form, Duolingo would be the Picasso of TikTok. From their iconic green owl wreaking havoc to hilariously self-aware memes, their content is a masterclass in embracing absurdity while staying on-brand. The takeaway? Don’t be afraid to let your personality shine, even if it’s a little unhinged.
Aerie
Body positivity? Check. Unfiltered campaigns? Double check. Aerie consistently serves up visuals that feel real, empowering, and refreshingly relatable. They prove that authenticity isn’t just a buzzword; it’s a strategy that works. Whether it’s showing stretch marks or championing diversity, they’ve built a loyal following by keeping it 100% genuine.
Nike
Nike’s secret sauce? They inspire while staying inclusive. From campaigns featuring athletes of all abilities to designs that amplify underrepresented voices, Nike doesn’t just follow trends, they set them.
Indie Brands
Don’t sleep on the little guys. Indie brands often lead the charge when it comes to tapping into what Gen Z wants. They experiment, innovate, and take risks in ways bigger brands can’t always pull off.
From quirky product design to niche memes, they understand that being small doesn’t mean being overlooked, it means being ahead of the curve.
Wrapping It Up
Designing for Gen Z is like trying to hit a moving target.
They’re fast, they’re fickle, and they’re brutally honest. But if you’re willing to experiment, embrace authenticity, and stay plugged into their world, you’ll create visuals that don’t just connect, they resonate.
So, get out there, have fun with it, and don’t be afraid to break some design rules. After all, rules are so last decade.
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Want to turn Gen Z’s quick scroll into a double-tap (or a share)? Nicole Steffen Design helps you craft visuals that don’t just grab attention, they spark obsession.
Let’s create something so bold, they can’t look away. Book a call today!
