Each generation is unique, with distinct habits, values, and expectations. Designing for Generation Z (people born between 1995 and 2010) requires understanding how they interact with technology, what they value, and how they respond to digital stimuli. In this article, we explore what it means to design for Gen Z and why it may be necessary to disregard certain traditional design advice.
Who are Generation Z?
Generation Z is characterized by its diversity in terms of race, ethnicity, and identity. They are known for their focus on issues such as accessibility, inclusion, sustainability, and work-life balance. They value experiences and principles more than material possessions. Although they face distractions, they are active, conscientious, and seek clear purpose in everything they do.
Main Values and Preferences of Generation Z
- Distrust of brands and advertising: They prefer to rely on social circles, influencers, and peers.
- High selectivity: They carefully distinguish between authentic and fake content.
- constant connection: They are used to following events in real time and have little patience for slow processes.
- Short but substantial content: Although they prefer short content, they value deep and challenging narratives.
Designing for Generation Z
1. Authenticity and Sincerity
Gen Z easily detects dishonest content, so brands need to be genuine. Campaigns like “Keep Beauty Real” Dove's campaigns show how to highlight real human values, leaving aside AI-driven exaggerations. Designing for this generation means reflecting reality with authentic people and products.
2. Accessibility as a Priority
Since diversity is key for Generation Z, accessibility is not optional. Some best practices include:
- High color contrast.
- Buttons and links that are easily identifiable.
- Diverse gender options.
- Light and dark mode.
- Keyboard compatibility and motion reduction to prevent dizziness.
Accessibility benefits not only Gen Z, but all generations.
3. Mobile-Only Design
Whereas previous generations were mobile-firstGen Z is predominantly mobile-onlyFor them, digital experiences must be optimized for mobile devices first:
- Paragraphs of a maximum of 50 words.
- Short phrases of up to 20 words.
- Clear summaries in simple language.
- Using the Inverted Pyramid: the most important thing at the beginning.
4. Default Subtitles
Subtitles are essential, whether due to language barriers, lack of headphones, or personal preference. Furthermore, subtitles increase content retention and reach.
Recommendations for subtitles:
- Maintain lines of up to 40 characters.
- Duration between 1 and 8 seconds per segment.
- Offer options such as fonts that are readable for people with dyslexia.
Fostering Intrinsic Motivation
In an era of instant rewards like likes and reposts, it is essential to support intrinsic motivation:
- Competition: Encourage a sense of accomplishment.
- Endurance: Allowing one's own decisions and actions.
- Connection: Create meaningful connections between users.
This can be achieved by preparing materials, promoting collaborative goals, and avoiding relying exclusively on external rewards.
Designing for Critical Thinking
Generation Z seeks authentic and verified content. Therefore, it is important to:
- Show reliable sources.
- Facilitate access to detailed information such as scientific research and diverse opinions.
- Design content that encourages reflection and informed decision-making.
Good Design Benefits Everyone
While Gen Z demands inclusion and accessibility, these characteristics are universal. Designing with them, rather than for them, ensures a more authentic and meaningful experience. Their willingness to provide feedback and see changes based on their opinions reinforces the importance of involving them in the process.
Generation Z is redefining how digital products are perceived and used. With their focus on authenticity, accessibility, and genuine connection, they represent a unique opportunity to transform the web design and experiences. By prioritizing inclusion and sustainability, we not only meet your expectations, but we also create fairer and more functional products for everyone.
Original article by Vitaly Friedman | October 30 2024 published in Smashing Magazine.
