Picsart has set out to help brands properly connect Generation Z by dissecting the visual trends that are etched into the retinas of centennials.
Generation Z must be conquered largely by the eyes. Centennials have, after all, a very strong visual style and brands must be familiar with their tastes if they really want to connect with this target.
Picsart It has been proposed to help brands to properly connect Generation Z (radically from previous generations) dissecting the visual trends that are burned into the retinas of the centennials:
1. Modern nostalgia
Although it seems somewhat ironic, the truth is that nostalgia is by no means what it was. In the past, nostalgia worked like clockwork and when we spoke of nostalgia, we invariably referred to the two decades preceding the current one. The 70s were dominated by nostalgia for the 50s, in the 80s nostalgia for the 60s predominated and so on.
However, in these times, and spurred by the digital culture “always-on”, nostalgia works a thousand per hour and trends from different decades are amalgamated in a single image. And this way of annexing synergies from different decades works perfectly to capture the meager attention of Generation Z.
Nostalgia has metamorphosed and has stopped looking at a specific decade to feed on the styles of different decades and merge everything in a kind of “mashup.”
2. The “metaverse”
For better and for worse, digital technology is evolving at the speed of light. In the last two decades we have witnessed the entry onto the scene of Web 2.0, the smartphone revolution and the explosion of social networks. Each of these developments introduced major transformations in society and the next great digital revolution is already underway.
Even though the “metaverse” has not yet arrived, the digital giants are putting all their meat on the grill so that this is our daily bread in the future and this is already having a profound impact on the youngest.
That the “metaverse” is indeed very present among us is demonstrated by the rise of avatars such as “memojis”, which are a way of presenting ourselves in virtual universes and that centennials already use with great relish.
3. It’s teal time
Color is absolutely vital to connecting with Generation Z, who respond particularly vigorously to bright and vibrant hues.
One of the centennial’s favorite colors is teal, whose searches have increased in recent times by more than 100%. And the truth is that it makes all the sense in the world because the bluish green contrasts with the bright colors that predominated in 2021 and also evokes associations with the digital world.
Blue-green instills tranquility in those who contemplate it, but it also shares some of the characteristics of the prevailing color trends in 2021.
Diversity was vilely ignored by society for a long time, and minorities and underrepresented groups were inevitably ostracized. Things are fortunately changing and younger generations are determined to be at the forefront of diversity and inclusion.
Centennials and millennials are deeply concerned with representation and inclusion in the media. And concepts like gender fluidity will increasingly garner the spotlight in the media spurred on by Generation Z.
5. Concept «organic digital»
Generation Z has grown up in a world where almost all media is digital in nature. But despite this (or perhaps thanks to it), centennials also have a strong appetite for the analog, the physical, the real.
The concept of «organic digital» enters into this sense, used to emulate the analog (the texture of paper or «vintage» films, for example) using digital tools
Centennials like real, tangible things conveniently replicated through digitization.
6. Gothic fonts
Typeface is another way designers connect with Gen Z, who are typically fond of big, thick fonts.
Everything points to the fact that in 2022 the fonts with serifs will enjoy particular hit, in particular the typographic fonts in the Gothic style.
Extraordinarily ornate with details, the Gothic fonts are inspired by German manuscripts of the Middle Ages and, despite their longevity, are once again on the crest of the wave. Not surprisingly, the use of Gothic fonts has increased by 270% in recent times.
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