Gen Z are famous for many things, among them, a penchant for lowercase typography, or rather an aversion to capital letters. Worldwide Google searches for 'lowercase aesthetic' have surged by 87 per cent over the past three months. And this causes a problem for brands and marketers, should they adopt the trend and embrace lowercase? Or do they risk alienating an older audience as well as sacrificing visual integrity?
“Lowercase letters are no longer just about grammar, but instead, emotional connections," says Digge Zetterberg, CMO at Frontify. "Research suggests that while uppercase letters signal competence, lowercase letters instil a sense of warmth in a brand. This warmth is instrumental in attracting younger customers and building an intimate relationship with the brand's customer base." And if you want to create some Brand Impact Award-winning typography or one of the best rebrands around, you'll want to be building relationships with your customers.
