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

3.1.6. Stage 6: Statistical analysis significance of these concepts. It is noteworthy that the

Data from completed forms underwent statistical analysis to concept of power emerged during Stage 3 and was not
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discern patterns and deviations in color perception among initially included among the concepts in the textbook.
Generation Z individuals, informing conclusions about Furthermore, romance, not listed in the textbook, shows
color communication in contemporary visual contexts. higher values in the mobile interface for both females’ and
Of the 114 forms, 66 were completed by women and 43 males’ responses.
by men, while five were considered invalid due to partial Males’ responses exhibit more consistent results
completion. Consequently, the items of each valid form between the two interfaces, except for romance, which
were entered into specially prepared Excel spreadsheets displays higher values on the mobile interface. In addition,
for further processing. The data were classified into four the concepts of luxury (0.56% and 2.1% for the desktop and
categories: (i) Desktop-Female, (ii) Mobile-Female, mobile interface, respectively) and charm (0% and 1.4%
(iii) Desktop-Male, and (iv) Mobile-Male, representing the for the desktop and mobile interface, respectively) were
answers given by females and males for the two distinct almost not selected by female participants. In contrast,
interfaces. male participants believe that the red color may symbolize
The responses were calculated as percentages to allow charm (3.7% and 5.1% for the desktop and mobile interface,
for proportional comparison between the datasets, as respectively).
the items were of different sizes. It was deemed easier 4.2. Green color
to communicate the derived findings by expressing the
relative differences through visual representations. The concepts derived from Stage 3 for the green color were
as follows: environment, energy, change, spring, wellness,
The data were organized in descending lists for each
color based on the responses of females for the desktop happiness, and freshness. In comparison to the concepts
outlined in the textbook, only environment, change, and
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interface. This analysis method was selected to ensure
uniformity in presentation and to gain valuable insights freshness were selected. The concepts of growth, harmony,
fertility, balance, change, start, hope, and friendship,
into the patterns and trends within the responses from commonly associated with the green color as mentioned in
both genders.
the textbook, were not chosen.
4. Results The responses from females, as depicted in Figure 5A,
Given the objective of representing and comparing data show a similarity between the desktop and mobile
across different categories, 2-D area charts were considered interface, except for the concept of energy, which is more
the most effective visualization tool to identify patterns by pronounced in the desktop interface. Conversely, the
showing the change of the items in relation to one another. responses from males, depicted in Figure 5B, exhibit more
Furthermore, this approach makes it easy to discern the variations between the desktop and the mobile interfaces.
relative contribution of each data series to the whole and According to their answers, the concept of energy is more
interpret it in a visually appealing form. evident in the mobile interface, which contradicts the
perspective of females. Moreover, the concept of happiness
4.1. Red color is more evidently presented in the mobile interface for

Regarding the red color, the concepts derived from Stage 3 males.
included love, dynamism, power, passion, luxury, intensity, The concept of environment received the most answers,
romance, danger, and charm, while those mentioned in the which is expected as green is often associated with
textbook were dynamism, energy, passion, desire, love, environmentalism and sustainability, aligning with the
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intensity, and danger. As observed in Figures 4A and 4B, awareness of environmental issues among Generation Z.
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representing participants’ responses (Figure 4A represents In the same vein, green is often linked to renewable (also
the females’ responses and Figure 4B the males’ responses) referred to as green) energy sources, which may explain
for both interfaces (desktop and mobile), slight variations the presence of the concept of energy, even though it was
are revealed. not among the textbook concepts. However, while wellness
Initially, concerning females’ responses to desktop and desire for change, often expressed in the form of
and mobile interfaces, the perceived importance of the activism, are commonly associated with the green color,
concepts of dynamism and power is presented with the responses gathered do not indicate high values among
lower values. This might be due to the smaller screen females; instead, they are slightly higher among male
and, consequently, limited space, which diminishes the participants.

Volume 2 Issue 3 (2024) 6 doi: 10.36922/ac.3022