Generation Z, people who were born in the period from 1996 to 2012. The unique characteristics of Generation Z are the already almost developed use of television, the computer revolution and highly developed use of the Internet worldwide, smart devices, WiFi, social media, fun virtual games, constant connectivity and communication, sustainability and racial acceptance. Generation Z embraces new trends and follows the rapid advancement of technology. Technology has advanced visual communications in such a subtle way that people are mostly unaware of this change. The visual transmission of a message enables fast and unfettered communication and dominates other forms of communication, and visual communication has played a major role in society since prehistoric times. In today's fast-paced world, visual communication has become an integral part of Generation Z's life because they constantly communicate with virtual friends, sharing content such as videos, photos or "memes". Many well-known brands have recognized the benefits of visual communication in digital media and marketers are using visual communication in their strategic plans to get closer to Generation Z consumers, who have recently entered the job market. Interesting content on social networks and ads that allow constant visibility on the Internet provide a market advantage for many brands. Ads on social networks, the Google search engine or various portals stimulate impulsive buying behavior of consumers, attract attention and Generation Z feels connected to the brand, although they may not even be aware of it. The aim of this research is to investigate the role of visual communications in the branding of products adapted to Generation Z.