When Type Becomes Trend: Understanding Typography Through Gen Z’s Social Media Lens

Abstract

Typography in digital media has moved beyond aesthetics to become a cultural and communicative tool, especially for Generation Z. On platforms such as TikTok, Instagram, YouTube Shorts, and Discord, typographic choices influence not only attention but also identity and community-building. This study examines typography’s role in shaping digital engagement and learning by integrating insights from participatory culture, branding, and microlearning research. A mixed-methods approach combines quantitative measures of engagement outcomes with qualitative analysis of user perceptions, offering a comprehensive view of typography as both a functional and cultural marker. The findings highlight how consistent, well-structured typographic systems enhance trust, clarity, and recognition, while creative variations help establish trends within social media ecosystems. The study contributes practical guidance for educators, content creators, and brands on using typography to strengthen communication and engagement with Gen Z audiences.