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

Table 4. Overall results of the research
Color The concepts assigned to the The concepts derived from Prevailing concepts in Prevailing concepts in the
colors (textbook) Stage 3 the desktop interface mobile interface (higher
(higher cumulative cumulative values)
values)
Red Dynamism, energy, passion, desire, Dynamism, passion, love, intensity, Intensity, danger, passion, Intensity, danger, passion, love
love, intensity, danger danger, power, luxury, romance, dynamism
charm
Green Growth, harmony, freshness, Freshness, change, environment, Environment, energy, Environment, energy, freshness,
fertility, Balance, change, start, energy, spring, wellness, happiness freshness, wellness wellness
hope, friendship, environment
Blue Trust, faith, wisdom, reliability, Trust, stability, purity, discipline, Seriousness, stability, Seriousness, stability, freshness,
truth, stability seriousness, balance, harmony, freshness, discipline, discipline, trust
freshness, start harmony, balance
Yellow Joy, spring, light Joy, spring, light, dynamism, hope, Light, energy, hope, joy Light, energy, joy, spring
energy, happiness, creativity
Orange Charm, happiness, creativity, Energy, intensity, spring, light, joy Energy, intensity, spring, Energy, joy, intensity
wellness joy
Purple Luxury, mystery Luxury, mystery, dynamism, Elegance, beauty, mystery, Elegance, beauty, mystery,
romance, elegance, charm, beauty, luxury luxury
unknown, intensity
Pink Romance, love, friendship, beauty, Romance, love, friendship, beauty, Beauty, love, romance, Beauty, love, romance,
innocence innocence, purity, fertility, joy fertility innocence, purity
Brown Stability, deterioration, pollution Deterioration, pollution, Deterioration, pollution, Deterioration, environment,
environment, seriousness environment pollution
Black Unknown, pessimism, seriousness, Unknown, pessimism, seriousness, Seriousness, severity, Seriousness, severity, mystery,
discipline, severity, power, discipline, severity, power, mystery, unknown unknown
formality, elegance dynamism, stability, danger,
mystery
White Elegance, seriousness, simpleness, Elegance, simpleness, purity, Simplicity, simpleness, Simplicity, simpleness, purity,
purity, innocence innocence, hope, faith, truth, purity harmony, light
simplicity, harmony, freshness,
light, start

especially in the desktop interface. Moreover, while the requiring different interaction methods. This distinction
mystery is the concept most associated with the color black means mobile devices require direct and explicit color
for males, females primarily associate it with seriousness interactions due to screen navigation.
and severity.

On the other hand, variations between desktop and 6. Conclusion
mobile interfaces can be attributed to their distinct usage In conclusion, this study enriches our understanding of
contexts. For instance, the concepts of dynamism and color perception among Generation Z within the field of
power related to the color red are more evident in the communication studies in Greece. Generation Z is currently
mobile interface for females, as well as the concepts of a significant consumer demographic and is expected
energy in relation to the color green and seriousness in to become even more significant in the near future. By
relation to blue for males. Furthermore, harmony, as analyzing the alignment of traditional color characteristics
associated with the color white, presented higher values in with Generation Z’s perceptions, this study unveils insightful
the mobile interface, while in the desktop interface, it was differences shaped by societal influences and gender-
the concept of innocence that received more answers. specific upbringing. As color is a notably influential feature
Although both interfaces can be used to access the for evoking emotional reactions in the new media age, 33,34
same sources of information, their use and features vary. further exploration among its members is warranted.
Mobile devices, constrained by small screen sizes and used Studying variations between desktop and mobile
on the go, prioritize quick comprehensibility. Desktops, interfaces further illuminates color perception in digital
on the other hand, typically rely on keyboards and mice, contexts, providing valuable implications for graphic

Volume 2 Issue 3 (2024) 11 doi: 10.36922/ac.3022