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Arts & Communication Digital natives’ color views in new age media

4.8. Brown color associated with the black color. Females primarily

As derived from Stage 3, the concepts associated with the associate seriousness and severity with the black color. As
brown color were environment, pollution, seriousness, shown in Figures 12A and B, there are differences between
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and deterioration. According to the textbook, stability, the responses of female and male participants, especially
deterioration, and pollution are related to brown. regarding the two interfaces. It is interesting to note that
the concepts of elegance and formality were not included
Figures 11A and B illustrate a notable difference in among those selected in Stage 3. Black is often perceived
the viewpoints of the female and male participants. Both as a timeless and classic color that conveys sophistication,
genders prioritize deterioration as the most characteristic formality, and elegance, commonly associated with
concept associated with the brown color and seriousness formal wear. However, Generation Z is known for
as the least of all. However, males associate pollution embracing diversity and individuality while challenging
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(31.67% for the desktop interface and 24.56% for the traditional norms and stereotypes, thus rejecting what was
mobile interface) more than the environment (23.33% for traditionally considered classical.
the desktop interface and 21.05% for the mobile interface)
with that color. Brown is often associated with natural 4.10. White color
elements, such as earth and wood, making it interesting Regarding the white color, the concepts from Stage 3 were
that the concept of environment, not mentioned in the purity, hope, innocence, faith, truth, simplicity, harmony,
textbook, is found to be related to the brown color in this elegance, freshness, simpleness, light, and start. Elegance,
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study. seriousness, simpleness, purity, and innocence were the
concepts related to white in the textbook. It is evident
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4.9. Black color that participants in the research rejected the concept of
The concepts used in the perception assessment with seriousness, which was traditionally associated with formal
interfaces stage for the black color were dynamism, power, occasions and religious symbolism, and introduced a range
unknown, discipline, seriousness, pessimism, stability, of other concepts.
danger, severity, and mystery. The concepts associated with As presented in Figures 13A and B, there are apparent
black in textbook were unknown, pessimism, seriousness, differences between the responses of females and males, as
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discipline, severity, power, formality, and elegance. well as between the two interfaces. Simplicity, simpleness,
For male participants, the concept of mystery for the and purity are the three most selected concepts for the
mobile interface received the most responses (19.08%), desktop interface by all participants. Generation Z is known
and mystery, in general, was the concept most highly for its interest in minimalist esthetics; hence, simplicity,

A B

Figure 10. Visual representation of the concepts’ values for the pink color (in percentages). (A) Females’ responses. (B) Males’ responses.

A B

Figure 11. Visual representation of the concepts’ values for the brown color (in percentages). (A) Females’ responses. (B) Males’ responses.

Volume 2 Issue 3 (2024) 9 doi: 10.36922/ac.3022