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

perception of color characteristics among Generation Z influenced various sectors, particularly in social and cultural
individuals. This investigation was inspired by a lecture fields, including those requiring creativity. As technology
focusing on color and its role in visual communication, advances, visual communication in the new media age
as outlined in the course textbook of a graphic design is primarily produced digitally and multimodally using
elective within the Department of Journalism and computer software. This digital production encompasses
Mass Communications at the Aristotle University of different elements and is mainly experienced through
Thessaloniki, Greece. screen-based devices such as PCs and mobile devices,
During this lecture, a group of 19 Generation Z students altering some characteristics of visual design and how
exhibited notable deviations from established norms users interpret it. 3
regarding color characteristics in visual communication. Social media, as a new form of communication, has
This interesting observation prompted an inquiry into gained significant popularity, particularly among members
the perception of color characteristics among Generation of Generation Z, and is heavily visual, involving signs,
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Z members, aiming to discern the extent to which graphic designs, illustrations, and colors. Furthermore,
existing paradigms in color communication apply to this contemporary advertisements have adapted to this shifting
demographic and uncover any discrepancies. To address landscape, predominantly utilizing digital media channels
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this question, we initiated an experimental procedure in for dissemination. Consequently, they convey ideas and
collaboration with the Department of Communication information visually, as they are primarily consumed
and Digital Media at the University of Western Macedonia, through screen-based viewing.
Greece after securing students’ consent. Content creation has evolved to cater to the preferences
This study makes a significant contribution through and changing behaviors of audiences across multiple
its nuanced exploration of Generation Z’s perception platforms. The widespread use of mobile devices,
of color, providing insights that are applicable not only particularly smartphones with highly personalized
to Greece but also extrapolatable to a global context. By interfaces, has shifted users’ interests toward on-demand
illuminating how Generation Z interacts with color in digital media consumption. Nowadays, attention spans are
digital interfaces, this research offers valuable implications becoming shorter, especially among younger generations.
for communication strategies worldwide, particularly in Therefore, achieving a fast and easy perception of meaning
fields such as advertising and product branding. Moreover, through interfaces is crucial. Visual content, being more
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it can be utilized to tailor educational materials in a manner concise, facilitates the rapid conveyance of messages.
that enhances knowledge reception. Consequently, the interpretation of visual messages also
relies on knowledge of communication through colors.
The research methodology used to examine the color
characteristics of Generation Z in Greece holds potential Moreover, contemporary graphic design encompasses
for broader application and benefit across various contexts. the visual representation of data through infographics,
Through a detailed exploration of color preferences and where colors are often used to represent data points
trends within this demographic, valuable insights into or convey information in charts. The use of color in
cultural, social, and psychological dynamics emerge. data visualization highlights the need to create visually
This methodology provides a framework adaptable to effective and comprehensible representations of complex
understanding similar cohorts in diverse cultural settings, information. 7
assisting researchers and marketers in gaining deeper Generation Z consists of individuals born in the
insights into generational behaviors and preferences. Its digital era (after 1996), hence often referred to as digital
versatility suggests potential applications in fields such as natives. They have grown up in a world where computers
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consumer psychology, marketing strategies, and design are ubiquitous in both professional and personal spheres.
esthetics, contributing to interdisciplinary knowledge Members of Generation Z predominantly communicate
exchange and fostering innovation. In Section 2 (literature visually, utilizing images, videos, and emojis across various
review), additional research approaches are presented, platforms and devices. They even prefer to learn new skills
highlighting the differences from the present methodology. and acquire knowledge visually through self-directed video
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2. Literature review tutorials. They often engage in second screening, using
multiple devices simultaneously. Social media platforms
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The term “new media” was introduced in the 1990s and such as Instagram and TikTok, which are visually oriented,
has since been widely adopted, evolving continuously with often serve as primary channels for communication,
newer technologies that change the way information is information consumption, and entertainment for this
disseminated. The advent of new media has significantly generation. In addition, they actively contribute to content
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Volume 2 Issue 3 (2024) 2 doi: 10.36922/ac.3022