The Gen Z Aesthetic

Gender-fluid Millennial Pink + an array of other smooth pastels

Taylor Lorenz notes "Fast-rising young influencers such as Emma Chamberlain, Jazzy Anne, and Joanna Ceddia all reject the notion of a curated feed in favor of a messier and more unfiltered vibe.”

It will be interesting to see if brand designers and product designers will be able to break their disciplined use of white space, well-set type, and perfectly aligned imagery to speak to a generation that is now the largest segment of the population.

The defining characteristics of the Gen Z aesthetic are most obvious when sidled up next to the Millennial aesthetic. So let's first recap the last 5 years...

Blank, clean surfaces

Sans serif logos paired with stylish serif fonts

But the aesthetic has become so saturated and manufactured, that a new generation of consumers are painting an entirely new canvas. And it ain't pretty. I've personally been referring to the aesthetic as "intentional ugly"

Perfectly shot flat-lays

Generous white space