Through this study I got to wear the hats of: graphic designer, research strategist and focus group conductor. The three part process began first with a selection of participants that represented a diverse group of individuals who qualify as Gen Z. Then we hosted a focus group via a casual zoom conference in which I presented the participants with various questions ranging from moral beliefs to fashion trends to hobbies and more. We held three focus group sessions, with participants from three different cities across the country. I then took the data collected and compiled it in a presentation to convey our findings to the client.
One of the main notes I took away from the focus groups was that the range of style, hobbies and general interests were unique to each individual and how this influenced self expression and general appearances. I found that while morals, beliefs and ideals aligned, stylistically each person was both distinctive and seemingly intrinsic. I let this range of personality influence the presentation's range of style.
Gen Z: The Modern Consumer
Despite the individuality being stylistically so evident. I noticed a commonality in Gen Z’s desire to be loud, blending sometimes into the dramatic or even confrontational. While designing, I strayed away from any sort of boundaries, embracing the drama of expression and form. Gen Z emphasized a natural fluidity which I took as inspiration to blend each slide into the next.
Despite Gen Z’s bold and eccentric stylistic differences, they are drawn to an overall connectedness. They aspire for community, acceptance and unified bonding. I chose the design motifs, fonts and colors to reflect both a respect of individualism while also an interweaving of connection and unity. I have found, from a design perspective, that Gen Z is here for the vibrance, the in-depth thoughtfulness and the never-before-seen wow factor.
For the purpose of concealing our research, I have redacted the written content by replacing it with Lorem Ipsum.
