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Arts & Communication

ARTICLE
Perceptions of color characteristics in new age

media: Assessing the digital natives’ viewpoints

Elissavet Georgiadou 1† , Maria Matsiola * , and Anastasia Yannacopoulou 2
2†
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
(This article belongs to the Special Issue: The Significance of Graphic Design in New Age Media)

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.
† These authors contributed equally mobile). Employing an experimental approach, Generation Z students were tasked
to this work.
with associating concepts with digitally presented colors, enabling a systematic
*Corresponding author: exploration of their color perception. Data collection involves meticulous observation
Maria Matsiola
(mmatsiola@uowm.gr) and analysis of participants’ responses to uncover insights into their color preferences
and concept associations. The findings reveal intriguing insights into Generation Z’s
Citation: Georgiadou E, color preferences and concept associations, highlighting differences from previous
Matsiola M, Yannacopoulou A.
Perceptions of color characteristics generations. In addition, slight variations between genders and more significant
in new age media: Assessing the differences between desktop and mobile interface data were observed, emphasizing
digital natives’ viewpoints. Arts & the platform’s influence on color perception. Understanding this demographic’s distinct
Communication. 2024;2(3):3022.
doi: 10.36922/ac.3022 color preferences allows designers to tailor visual communication strategies effectively.
Moreover, considering platform-specific design elements in digital interfaces is vital
Received: February 26, 2024
for optimizing user experience and engagement. This study advances understanding
Accepted: April 23, 2024 of Generation Z’s nuanced color perceptions, offering insights for designers seeking
Published Online: August 13, 2024 to resonate with Generation Z audiences in an ever-evolving digital landscape and
providing valuable implications for graphic design pedagogy and practice.
Copyright: © 2024 Author(s).
This is an Open-Access article
distributed under the terms
of the Creative Commons Keywords: Color; Concepts; Generation Z; New media; Desktop interface; Mobile interface
AttributionNoncommercial License,
permitting all non-commercial use,
distribution, and reproduction in any
medium, provided the original work
is properly cited. 1. Introduction
Publisher’s Note: AccScience In the ever-evolving landscape of visual communication, understanding how different
Publishing remains neutral with generations perceive and interpret colors is crucial. Generation Z, marked by their
regard to jurisdictional claims in
published maps and institutional digital fluency and unique cultural influences, may exhibit varying responses to color
affiliations. communication compared to previous generations. This study aims to explore the

Volume 2 Issue 3 (2024) 1 doi: 10.36922/ac.3022