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

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"

Sans serif logos paired with stylish serif fonts

Generous white space

Perfectly shot flat-lays