Designing for Generation Z: Engaging Today’s Tech-Savvy Children and Teens
— When it comes to Gen Z design preferences, this generation of renters has a style all their own.—
It is difficult to define Generation Z, the Internet Generation, but most agree that with more than $100 billion in spending power, they are more influential than the Millennial generation. How should digital designers improve their skills in order to reach Generation Z?
The digital design industry is collaborating with brands that need to appeal to the world’s two billion Gen Z-ers — a generation of digital natives who could swipe before they could walk. Digital design that worked for Millennials is now out of date for Generation Z. The new generation expects something different. Creating brand messages, designs, and online experiences that engage these savvy kids and teens necessitates careful consideration and insight.
Psychology Of Gen Z
Like Millennials, Gen Z-ers are technically proficient, but because they have been immersed in it since birth, they are less fascinated by it as an anomaly. They see technology as an important component, but they are cautious about how they use it. Equally important, they are extremely skilled at filtering out irrelevant online content or impediments to getting to what they really want.
Their strong sense of self is an important characteristic. Since they were born with the answers to almost any question in their hands, they don’t have to rely on others to achieve their goals. Generation Z is self-sufficient and innovative; they effect change through digital spaces and are fueled by their experiences.
Unexpected Combinations
Almost all information is received by Generation Z via digital media. It’s no surprise that that generation craves tactile, analogous experiences. Creatives of that generation use digital tools to mimic the feel of analog media. Plastic foil is used to “wrap” digital images, giving them the appearance of grain film, analog photography, crumpled and torn paper. All of this points to a desire for the tangible and real.
Flexibility And Fluidity
Unlike previous generations, Generation Z prefers to break down barriers. There are almost no subcultures among Gen Z-ers. Uniqueness is no longer achieved by belonging to specific groups, but by maintaining fluidity in one’s identity. They are open and diverse, and they do not believe they have a clearly defined role in life.
Everything in design is about consistency and control. Generation Z challenges linear thinking. Brands will have to become more adaptable, with modular visual identities and interchangeable elements. The brand refresh that will follow Gen Z trends will be unsustainable; instead, we will need to transition to a circular design.
Communication
Members of Generation Z are both hypo-linked and overstimulated. Individual and intimate language is the only way to break through in a crowded digital environment. Communication that attempts to sound intelligent and intrusive is repulsive to them; it should be in its most filtered form, i.e. honest.
“Kids in Generation Z are changing so quickly that you almost have to say something personalized to each of them,” says Nick Iannitti, director of communications at Fuel Youth. “There’s a lot of brand fickleness, so you have to provide experiences that stick.”
Because Generation Z lives in a world of constant communication with friends and family, your designs should feel like they came from a close friend, not a faceless corporation. Incorporate casual, everyday, and even slang language into your projects.
Learn How to Quick Phase
The first generation born in the digital age, to which information is available 24 hours a day, seven days a week, whose perspective is constantly shifting from one screen to another. So far, their attention span is the shortest. As a result, they make decisions faster than their predecessors and are less susceptible to brands that cannot keep up with their pace.
Tips When Designing for Gen-Z
Make them a part of the design process by involving them in co-creation and collaboration
This generation has grown up with branding in almost every aspect of their lives. They are less likely to respond to formal advertisements and emails. Show and tell your story in a way that is new, authentic, and inclusive. Create eye-catching visuals and tap into authentic user-generated content that speaks to your Gen Z audience.
Making Gen Z feel like they are a part of the design process is a surefire way to capture their attention. “Our research shows that Gen Z wants brands to be a resource, not an endpoint,” says Sam Crompton, Ziba Design’s director of insights and trends. “If you give them a modular toolkit, they will create their own unique approach.” What matters is that you immerse yourself in their world, listen to them, and include them as co-creators in the design process.”
Consider posting potential projects on social media and allowing Gen Z to vote on them, or have them submit their own design ideas and build on their suggestions.
Don’t baby things down
Because of their technological prowess, Generation Z is far ahead of previous generations in terms of exposure to visuals and advertisements. Six-year-olds today think and act in many ways like 14-year-olds did two decades ago. “Don’t baby things,” Iannitti advises. Gen Z expects to be treated as adults, and being told that a design is “for babies” will send them running in the opposite direction.
Avoid cartoonish figures and stereotypically young images such as rainbows and suns with fluffy clouds in most cases. Think twice if you find yourself thinking, “I chose this element because young kids like it.”
Be everywhere
Gen Zers use a wide range of platforms and devices, often at the same time! Make certain that everything you design is adaptable and scalable. Do you have a new logo or campaign image? Request that your graphic designer create multiple sizes at once. This list of always-updated social image sizes should get you started, but consider what else you might require. Heroes by email? Images for a blog? What about video title cards?
With constant access to information, Gen Z’s identity is heavily influenced by the content they create and share. Their self-esteem is largely determined by the number of followers and likes they receive.
Final Thought
Designers must delve deep and work introspectively to create brand messages, designs, and online experiences that will captivate these savvy kids and teens.
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References & Credits
- https://kontra.agency/gen-z-and-design-find-out-how-to-design-for-a-new-generation/
- https://www.yardi.com/blog/marketing/gen-z-design-preferences/30489.html
- https://blog.adobe.com/en/publish/2017/08/10/designing-for-generation-z-how-to-engage-todays-super-savvy-kids-and-teens#:~:text=Embrace%20bright%20colors.,neon%20gradients%20and%20mixed%20patterns.
