AccScience Publishing / AC / Volume 2 / Issue 3 / DOI: 10.36922/ac.3022
ARTICLE

Perceptions of color characteristics in new age media: Assessing the digital natives’ viewpoints

Elissavet Georgiadou1† Maria Matsiola2†* Anastasia Yannacopoulou2
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1 School of Journalism and Mass Communications, Faculty of Social and Economics Sciences, Aristotle University of Thessaloniki, Thessaloniki, Greece
2 Department of Communication and Digital Media, Faculty of Social Sciences and Humanities, University of Western Macedonia, Kastoria, Greece
Submitted: 26 February 2024 | Accepted: 23 April 2024 | Published: 13 August 2024
(This article belongs to the Special Issue The Significance of Graphic Design in New Age Media)
© 2024 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC-by the license) ( https://creativecommons.org/licenses/by-nc/4.0/ )
Abstract

In contemporary society, where visual content dominates various platforms and media, understanding how Generation Z interprets color is essential for designing effective communication strategies, as this demographic comprises a significant portion of consumers and users in the digital landscape. This research explores the perceptions of color characteristics among Generation Z individuals, focusing specifically on Greek higher education students. The primary aim is to investigate Generation Z’s perception and association of color concepts, especially within digital interfaces, while also discerning potential variations based on gender and platform (desktop vs. mobile). Employing an experimental approach, Generation Z students were tasked with associating concepts with digitally presented colors, enabling a systematic exploration of their color perception. Data collection involves meticulous observation and analysis of participants’ responses to uncover insights into their color preferences and concept associations. The findings reveal intriguing insights into Generation Z’s color preferences and concept associations, highlighting differences from previous generations. In addition, slight variations between genders and more significant differences between desktop and mobile interface data were observed, emphasizing the platform’s influence on color perception. Understanding this demographic’s distinct color preferences allows designers to tailor visual communication strategies effectively. Moreover, considering platform-specific design elements in digital interfaces is vital for optimizing user experience and engagement. This study advances understanding of Generation Z’s nuanced color perceptions, offering insights for designers seeking to resonate with Generation Z audiences in an ever-evolving digital landscape and providing valuable implications for graphic design pedagogy and practice.

Keywords
Color
Concepts
Generation Z
New media
Desktop interface
Mobile interface
Funding
None.
Conflict of interest
The authors declare that they have no competing interests.
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Arts & Communication, Electronic ISSN: 2972-4090 Published by AccScience Publishing