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

The colors examined in RGB and HEX values are listed Thessaloniki in Greece. Students who fulfilled only one
in Table 1. of the two inclusion criteria were excluded from the
research. After being adequately informed about the scope
Furthermore, all concepts correlated with each color,
as delineated in their course textbook, were randomly and procedures of the research and their right to withdraw
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compiled into a page and subsequently printed for at any time, participants provided their informed consent
reference. The chapter on color in the textbooks uses verbally.
well-established books on this issue as references. 25-27 The In December 2023, in the computer laboratory,
concepts assigned to the individual colors, according to the students were provided with a 10-sheet printed document
textbook, are listed in Table 2. containing all the associated concepts (51 concepts in
total) on each page, along with a pen. They were instructed
3.1.2. Stage 2: Initial perception assessment to open the 10-color file on the screen without additional
The second stage of the research primarily involved lighting in the computer laboratory, relying solely on the
selecting students to provide an initial perception screen illumination. Each of the colors used (Figure 2) was
assessment. The inclusion criteria were as follows: individually presented on the computer screen, allowing
(i) participants must have been born after 1996, thus the participants to view the colors one by one. Their
belonging to Generation Z and (ii) prior attendance of the task was to take their time and jot down on paper the
course “Graphic Design Basics” at the School of Journalism concepts they believed were linked to each color displayed
and Mass Communications of Aristotle University of on the computer screen. The decision to furnish them
with a printed page containing all relevant concepts was
intentional, aiming to encourage deeper contemplation
Table 1. The colors examined in RGB and HEX values before recording associations, counteracting the potential
No. Color RGB HEX for hasty responses facilitated by the convenience of digital
1 Red RGB (255,0, 0) HEX #FF0000 files.
2 Green RGB (0, 255,0) HEX #00FF00 3.1.3. Stage 3: Concept frequency analysis
3 Blue RGB (0, 0, 255) HEX #0000FF Following the conclusion of Stage 2, a systematic tally of
4 Yellow RGB (255, 255, 0) HEX #FFFF00 the concepts associated with each color was undertaken.
5 Orange RGB (255, 165, 0) HEX #FFA500 To delve deeper into the predominant choices, concepts
6 Purple RGB (128, 0, 128) HEX #800080 selected by at least a quarter of the participants were
7 Pink RGB (255,192,203) HEX #FFC0CB counted, with exceptions made for instances of scattered
8 Brown RGB (150, 75, 0) HEX #964B00 responses. For instance, in the case of blue and purple,
9 Black RGB (0, 0, 0) HEX #000000 concepts endorsed by at least four participants were also
10 White RGB (255, 255, 255) HEX #FFFFFF included, given the dispersed nature of the responses. The
results from this stage for each color are listed in Table 3.
Table 2. The concepts assigned to the individual colors, It is important to highlight that certain concepts from
according to the textbook 24 the textbook were not selected by the participants. Notably,
the participants did not select the words “desire” for red,
No. Color Concepts “growth” for green, “wisdom” and “reliability” for blue,
1 Red Dynamism, energy, passion, desire, love, intensity, danger “excitement” for orange, “immobility” for brown, and
2 Green Growth, harmony, freshness, fertility, balance, change, “formality” for black.
start, hope, friendship, environment
3 Blue Trust, faith, wisdom, reliability, truth, stability 3.1.4. Stage 4: Interface design
4 Yellow Joy, spring, light In Stage 4, two distinct interfaces were meticulously
5 Orange Charm, happiness, creativity, wellness crafted: one tailored for PC usage and another optimized
6 Purple Luxury, mystery for mobile devices, based on the grid developed by Monica
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7 Pink Romance, love, friendship, beauty, innocence Galvan (Figure 3). Each interface exclusively showcased
the colors under scrutiny, amounting to 10 interfaces for
8 Brown Stability, deterioration, pollution PCs and 10 for mobile devices. Furthermore, leveraging
9 Black Unknown, pessimism, seriousness, discipline, severity, insights garnered from Stage 3, a novel form was devised.
power, formality, elegance This form featured dual columns for each color, delineating
10 White Elegance, seriousness, simpleness, purity, innocence the predominant concepts in the participants’ responses

Volume 2 Issue 3 (2024) 4 doi: 10.36922/ac.3022