Designing for Gen Z Why Brands Are Getting Bolder, Weirder, and Meme-ier

If brands are beginning to sound like that quirky backbencher in class, it’s not by accident. With Generation Z, also known as “Zoomers,” stepping into the limelight, brands are having to rethink their design game. Gen Z, born roughly between 1997 and 2012, didn’t grow up with dial-up—they grew up with TikTok, memes and enough online data to make even Google say, “alright, I’m done!”. This unique digital environment has deeply influenced their tastes, sparking the need for designs that are more inclusive, authentic and yes, sometimes meme-tastic. So what is it about Gen Z that’s making brands go bolder? Let’s break down what’s changing in the world of design and why every brand aiming to woo Gen Z needs to stay tuned!

1. The Gen Z Mindset: Digital Natives with High Standards

To get inside Gen Z’s head, you need to understand their tech-rooted lifestyle. Gen Z is often called the first true generation of digital natives, meaning they’ve never known a world without the internet, and they’ve grown up creating, curating and consuming content faster than any previous generation. Unlike Millennials, who adopted technology over time, Gen Z has been swiping, tapping and scrolling since they could walk. This immersion has set them up with a few unique traits:

• Independence and self-reliance: With the answers to just about anything a quick search away, they value self-sufficiency.
• Short attention spans: Gen Z is adept at filtering content—if it’s not grabbing their attention in seconds, it’s out.
• Expectations for authenticity: Gen Z can sniff out “fake” a mile away. They crave realness, inclusivity and meaningful connections.

For brands, this means that traditional, polished advertising just doesn’t cut it anymore. Gen Z wants content that feels genuine and mirrors their values—and they’ll tune out anything that seems overly corporate.

2. Bold, Vibrant Colours That Shout

Forget the muted greys and safe blues. For Gen Z, it’s all about eye-catching vibrancy. Think bold electric blues, neon greens and hot pinks—colours that shout “Look at me!” in the crowded online world. Gen Z’s taste for these colours ties back to their expressive, dynamic personalities. As YouTube and Instagram continue to dominate, brands that want to connect need to embrace a colourful palette that stands out. That doesn’t mean using every bright colour in the box, but experimenting with hues that make a statement can grab attention—and keep it.

3. Minimalism with a Twist

Although Gen Z loves boldness, they’re also savvy about design that’s easy to navigate. This generation has an affinity for clean, minimalist design that delivers the info they want without the fuss. So, what does this mean for brands? A clever balance between bold, vibrant colours and simple, uncluttered layouts. Minimalism for Gen Z isn’t about sterile emptiness; it’s about focus. Clean designs with just a pop of colour or an unexpected element create a modern aesthetic that is both sleek and engaging.

And let’s not forget dark mode! This trend is sweeping across apps and websites, largely because Gen Z has a strong preference for lower brightness on their screens. Designing with dark mode in mind, therefore, isn’t just a nice-to-have but an expectation.

4. Keep It Real: Authenticity Over Perfection

Gen Z has a keen eye for authenticity—they crave real, unfiltered moments and diverse representation. Perfectly posed stock photos are out, while candid, user-generated images are in. They want to see real people with real stories, a shift that aligns with their inclusive and community-oriented values. That’s why brands are turning to influencers and user-generated content, choosing visuals that feel more “everyday” and less “Photoshop-perfect.”

Take Dove’s “Real Beauty” campaign or Gucci’s unfiltered models—they’re tapping into Gen Z’s preference for realness. A single “authentic” image can often resonate more than a polished ad ever could. For brands, using honest, unfiltered content is an essential way to connect on a deeper level with Gen Z audiences who are more than willing to call out a brand they see as inauthentic.

5. Meme Culture and Pop References: Know Your Virals

Brands today are talking in memes—and it’s all thanks to Gen Z’s deep love for internet culture. From Cred to Nescafe, ads and memes are going hand in hand; and they are not just jokes—they’re a whole language for Gen Z. Memes are relatable, funny, and, most importantly, shareable, giving brands the opportunity to reach a wider audience in an authentic way.

But here’s the catch: memes move fast. A meme today could be irrelevant tomorrow, so brands must stay sharp to keep up with the latest internet trends. Wendy’s Twitter account is famous for its witty, meme-filled banter that doesn’t just reflect Gen Z’s humour but makes them feel seen. Integrating pop culture and meme references into your designs and messaging—without overdoing it—can show that your brand “gets it.”

6. User-Centric, Interactive Experiences

Gen Z expects their online experience to be smooth, fast and personalised. If a site or app feels clunky, they’ll be quick to click away. UX design must, therefore, be prioritised for seamlessness, with responsive designs that cater to Gen Z’s need for instant gratification. Quick loading times, intuitive layouts and easy navigation are non-negotiable.

But it’s not just about usability. Interactive design elements like quizzes, polls, or augmented reality are huge with Gen Z. For example, Instagram and Snapchat filters allow users to interact with brands in a playful way, turning marketing into a two-way conversation rather than a one-sided ad. The key is to create experiences that are both immersive and effortless to navigate.

7. Socially Conscious Designs: Show, Don’t Just Tell

If there’s one thing Gen Z cares about, its values—particularly when it comes to sustainability, diversity and social issues. Brands can no longer afford to “talk the talk” without “walking the walk.” Designs are increasingly leaning towards eco-friendly aesthetics, with digital platforms incorporating energy-efficient features or promoting sustainable products.

Brands like Patagonia and Zomato are successfully communicating their social values visually—through eco-conscious packaging, diverse representation in campaigns, or even just visual cues in their colour palettes. For Gen Z, brand loyalty often hinges on social impact, so showing your brand’s commitment to making a difference is essential.

8. Nostalgia, But Make It Fashion

Strangely enough, Gen Z is a little nostalgic—even for eras they didn’t experience firsthand. The 90s and early 2000s vibes are huge, but with a twist. Think neon colours, retro fonts, and a bit of VHS glitch effect. Brands that bring this throwback aesthetic into their designs in subtle ways are giving Gen Z the mix of old-school cool with new-age relevance they crave.

Take Spotify’s “Year in Review” wrapped feature, which uses retro-themed visuals and music history flashbacks, creating a personalised nostalgia trip. Nostalgic designs can hit the mark, but only when balanced with modern elements—otherwise, they risk feeling out of touch.

Final Thoughts: A Generation with Standards as High as Their Selfie Angles

To create a design that resonates with Gen Z, brands need to lean into authenticity, social consciousness and a dash of boldness. Gen Z isn’t afraid to demand what they want—they’ve grown up with the ability to access anything and everything online. They want more than just aesthetically pleasing visuals; they’re looking for designs that tell a story, spark a conversation and show some heart. So, if you’re designing with Gen Z in mind, it’s time to think bold, think real and maybe throw in a well-placed meme or two!