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

Table 3. The concepts derived from Stage 3

No. Color Concepts
1 Red Love, dynamism, power, passion, luxury, intensity,
romance, danger, charm
2 Green Environment, energy, change, spring, wellness,
happiness, freshness
3 Blue Purity, discipline, trust, seriousness, stability, balance,
harmony, freshness, start
4 Yellow Dynamism, hope, energy, spring, happiness, light,
creativity, joy
5 Orange Energy, intensity, spring, light, joy
6 Purple Dynamism, luxury, romance, elegance, charm, mystery,
beauty, unknown, intensity
Figure 2. The 10 colors used in the initial perception assessment
7 Pink Love, beauty, purity, innocence, romance, friendship,
fertility, joy
8 Brown Environment, pollution, seriousness, deterioration
9 Black Dynamism, power, unknown, discipline, seriousness,
pessimism, stability, danger, severity, mystery
10 White Purity, hope, innocence, faith, truth, simplicity,
harmony, elegance, freshness, simpleness, light, start

come from all over Greece, representing diverse social
and cultural backgrounds. However, for the purposes
of the research, these factors were not accounted for,
as the objective was to collect aspects of Generation Z
members without other restrictions. A researcher was
Figure 3. The two distinct interfaces (desktop and mobile interface) for
the red color constantly present as the procedures were conducted,
and no variations in the participants’ behavior were
(Stage 3 in Section 3.1.3) for both computer and mobile observed.
interfaces. This approach allowed for a comprehensive Of the informed students, 114 decided to participate,
depiction of the prevailing associations across different and, following their verbal consent, a structured
platforms. approach was employed. The participants were provided
with the form crafted in Stage 4 (Table 3), alongside a
3.1.5. Stage 5: Perception assessment with interfaces
pen. They were instructed to view the two interfaces
This stage was conducted in January 2024 in the computer (desktop and mobile, as shown in Figure 3) on computer
laboratory of the Department of Communication and screens, with the room illuminated only by the screens
Digital Media of the University of Western Macedonia (one color at a time). Afterward, participants were
in Kastoria, Greece. The students (205 in total) were asked to note down any concepts they associated with
informed beforehand, during lecture time in three courses, the colors displayed on each interface. In addition,
about the scope and procedures of the research, as well participants were requested to indicate their gender on
as their freedom to withdraw at any time. The inclusion the same sheet, facilitating subsequent gender-based
criteria for the selection of participants were as follows: analysis.
(i) participants must have been born after 1996, thus The sample consisted of Generation Z members
belonging to Generation Z and (ii) participants must be originating from all over Greece. Although small, this
enrolled in the Department of Communication and Digital sample may still provide valuable insights into the attitudes
Media of the University of Western Macedonia in Kastoria, of this cohort, which is relatively homogenous in terms of
Greece. Students who fulfilled only one of the two inclusion media exposure. Furthermore, as the participants study
criteria were excluded from the research. communication and digital media, their perspectives

It must be noted that the students enrolling in the within the context of new media graphic design are
Department of Communication and Digital Media valuable, thus making the sample acceptable.

Volume 2 Issue 3 (2024) 5 doi: 10.36922/ac.3022