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

creation, predominantly sharing visual content through Open Online Courses) among members of Generation
smartphones. Z. 20,21 However, there is a gap in understanding how
The connection between colors and emotions is a different colors are commonly associated with emotions
complex and subjective aspect of human perception and perceptions among members of Generation Z in the
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influenced by cultural, personal, ideological, and contextual new media age, which has not been thoroughly explored.
factors. Some colors may evoke multiple feelings, adding Understanding the preferences of the target audience is
to the complexity. For instance, the color white carries crucial for forming novel hypotheses and making informed
different emotional connotations in various cultures; it decisions when conveying communication messages.
symbolizes mourning in East Asia but signifies happiness Furthermore, in the digital realm, color choices may vary
in Western countries. Jonauskaite et al., through large- depending on the devices and platforms used due to factors
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scale research in 30 countries, concluded that associated such as screen sizes, different lighting conditions, and dark
emotion concepts with specific colors present universal mode options.
similarities, though these similarities are modulated by Based on the literature review and the aim of the study,
geographic and linguistic factors.
one research question has been formulated to guide the
While there is no universal agreement on the emotional experiment:
associations of specific colors, it is widely recognized that • To what extent do the traditionally defined
different colors can evoke various moods and convey characteristics of colors in visual communication align
distinct messages. Therefore, the purposeful selection with the perceptions of Generation Z individuals?
of colors can be utilized in multiple areas, including
public interiors in architectural design, shaping brand 3. Data and methods
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perception, 13,14 influencing marketing decisions, 15,16 and
contributing to psychological and emotional well-being. 3.1. Methodology
Research on colors and their elicited emotions is To effectively address the research question, the
conducted through various methods. These research experimental procedure was organized into six stages, as
methods include classifying color emotions for single presented in the flowchart in Figure 1.
colors, 15,17 involving students to examine color-emotion
associations using principle and intermediate hues as well as 3.1.1. Stage 1: Design and preparation
achromatic colors, and investigating emotional responses Initially, 10 distinct digital surfaces were precisely
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to colors based on descriptive variables, among others. constructed, each showcasing a single color (red, green,
Moreover, color characteristics are investigated as features blue, yellow, orange, purple, pink, brown, black, and white)
of interface design for e-learning and MOOCs (Massive within a unified PDF document.

Figure 1. The six stages of the experimental procedure

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