How Gen Z is Influencing Brand Aesthetics and Visual Culture

In today’s fast-paced digital landscape, the aesthetic language of branding is undergoing a seismic shift, and Gen Z is at the helm of this transformation. Born between the late 1990s and early 2010s, Gen Z is the first generation to grow up entirely in the digital age. As a result, they approach visual content not just as passive consumers but as active participants, critics, and trendsetters.

The Influence of a Digital-Native Generation
Gen Z accounts for over 40% of world consumers and holds sway over billions in yearly spending. Groomed on TikTok, Instagram, Snapchat, and YouTube, Gen Z has forged a distinctive visual language based on authenticity, spontaneity, and individuality.
They are also content creators themselves. This generation is extremely invested in content creation— TikTok, Reels, pretty Pinterest boards, or carefully curated Instagram feeds. Simply put, they know what is good-looking, real-feeling, and what a brand is worth following.

From Polished to Real: The Shift in Brand Aesthetics
In the past, brands often leaned toward polished, perfect visuals with carefully scripted messaging. But Gen Z is rejecting the overly curated for the genuine. They want authenticity, flaws, behind-the-scenes footage, raw feelings, and openness.

This is why unpolished lo-fi videos, “day in the life” vlogs, honest product reviews, and low-key Instagram posts tend to trump smooth advertisements. Brands like Glossier, Parade, and Duolingo have successfully adopted Gen Z’s visual tone: playful, relatable, meme-savvy, and often self-deprecating.

Significant Aesthetic Trends Influenced by Gen Z:

• • • Nostalgia and Retro Vibes: A comeback of Y2K, 90s, and early internet looks—neon colors, pixel fonts, VHS filters, and lo-fi cuts.

• • • Lo-Fi and DIY Visuals: Imagery that has a homemade look, imperfections, and the feel is more appealing than highly polished commercial images.

• • • Maximalism and Bold Typography: Though minimalism continues to have relevance, Gen Z is also celebrating bold font, college aesthetics, disorganised layouts, and visuals that are loud and unafraid.

• • • Diversity and Inclusivity: Representation is something that needs to be done. Gen Z expects to see authentic individuals of every description, body shape, and gender expression in visuals.

Interactivity and Co-Creation
Gen Z also erases the distinction between consumer and collaborator. They do not simply want to watch brands; they want to interact with them. Polls, “duet this” challenges, design-your-own-product tools, and UGC (user-generated content) campaigns are just a few ways brands can encourage this co-creative relationship.

To resonate with Gen Z, brands need to do more than be aesthetically pleasing— they need to feel authentic. This generation is drawn to creativity, social awareness, and narrative that mirrors their reality. The brands that will succeed are the ones that accept Gen Z’s design influence not as a trend but as an enduring cultural movement.