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

design and broader communication strategies targeting 7. Limitations and future work
Generation Z globally. This understanding enables
designers to craft visuals that capture attention, evoke Like all studies, the current research has its limitations.
The primary limitation is that the sample is relatively
desired emotions, and communicate messages effectively, small and consists only of Greek Generation Z members,
thus attracting and engaging users. Whether designing who share similar cultural, educational, and social
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websites, advertisements, social media content, or mobile characteristics, although they originate from different
applications, incorporating insights into Generation Z’s areas within the Greek territory. Therefore, the findings
color perception ensures that design choices align effectively have limited representativeness and cannot be generalized.
with their preferences and expectations, especially in cases Furthermore, the words used to represent the concepts are
where direct and specific verbal expression is difficult. 36 based on the Greek language and signify meanings specific

The contextualization of color perception within to the country’s culture. Future work on color concepts
Generation Z’s social, environmental, and cultural context could involve larger and even cross-cultural samples.
offers a novel perspective, extending its relevance beyond Moreover, the study could focus on specific aspects and
specific demographics. Several influential factors shape the applications, such as distinct forms of communication
qualities and characteristics of this generation, including (social media, messaging, etc.), various types of design
their preference for visual and graphic content over text, applications (web design, user interface design, product
their tendency to use symbols and images instead of design, etc.), branding and marketing, educational tools,
lengthy messages, and their reliance on Internet searches and more.
rather than books. 37,38 Leveraging these insights, designers,
educators, and communication professionals can craft Acknowledgments
tailored visual communication strategies that resonate with The authors would like to thank all the students who
Generation Z’s preferences and usage contexts. Students participated in the research.
belonging to this cohort present different expectations,
perspectives, and aspirations compared to those who Funding
enrolled in universities before them. Acknowledging None.
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Generation Z’s nuanced color perceptions and considering
societal and technological influences allows practitioners Conflict of interest
to navigate the evolving digital landscape with precision. The authors declare that they have no competing interests.
In essence, this study not only contributes to existing
knowledge but also provides actionable insights for Author contributions
enhancing communication practices worldwide. Conceptualization: Elissavet Georgiadou
Understanding Generation Z’s emotional responses to Writing – original draft: Elissavet Georgiadou, Maria
color is pivotal for effective marketing and branding,
especially across digital platforms. Optimizing interface Matsiola
design can heighten emotional engagement, while Writing – review & editing: All authors
educators can utilize insights into color preferences to
stimulate creativity and critical thinking, fostering efficient Ethics approval and consent to participate
learning outcomes tailored to Generation Z. Before participation, informed verbal consent was obtained
The unique cultural perspective of Generation Z in by all students.
Greece molds their understanding of colors, shaping Consent for publication
the creation of customized products, advertisements,
branding strategies, and educational materials. These Concerning the publication of the research results,
insights not only reveal broader cultural trends that may informed verbal consent was obtained by all students.
extend to similar cultural contexts elsewhere but also
transcend geographical boundaries due to the global Availability of data
interconnectedness of contemporary trends. Generation Data are available on request from the authors.
Z has distinct traits and is characterized by its global
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outlook, with influences from music, movies, celebrities, References
technology, globalization, and cultural diversity converging 1. Dhiman DB. Key issues and new challenges in new media
to create a shared experience across nations. technology in 2023: A critical review. J Media Manag.

Volume 2 Issue 3 (2024) 12 doi: 10.36922/ac.3022