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

As observed in Figure 8B, there are variations between As presented in Figures 9A and 9B, there are some
males’ responses regarding the desktop and mobile differences between the females’ and the males’ answers.
interfaces for the concepts of spring and joy. Specifically, Both genders indicated that the concept most associated
the concept of joy in the mobile interface holds the same with the purple color is elegance; however, unlike females,
values as the concept of energy (27.27%), and these are males associate the color with the concept of the unknown
the highest values among the males’ responses. On the rather than dynamism.
other hand, the concept of joy for females (Figure 8A) is 4.7. Pink color
relatively low (16.81%). Similar to the yellow color, orange
is associated with energy, which can describe Generation Regarding the pink color, the concepts acquired from Stage
Z’s dynamic approach to life. 3 and consequently used in this research were love, beauty,
purity, innocence, romance, friendship, fertility, and joy.
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4.6. Purple color The concepts for the pink color in the textbook were
romance, love, friendship, beauty, and innocence. Beauty,
The concepts used for the purple color were dynamism, love, and romance are the three prevailing concepts for
luxury, romance, elegance, charm, mystery, beauty, both female and male participants (as presented in Figures
unknown, and intensity. On the contrary, the concepts 10A and 10B); however, it is interesting that fertility is
highlighted in the textbook’s bibliography were luxury considered equally important as love (13.22%) for males.
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and mystery. Interestingly, elegance and beauty were It appears that the concepts associated with pink are more
the most frequently selected concepts, despite not being similar to those selected by Generation Z and previous
commonly associated with purple. generations.

A B

Figure 7. Visual representation of the concepts’ values for the yellow color (in percentages). (A) Females’ responses. (B) Males’ responses.
A B

Figure 8. Visual representation of the concepts’ values for the orange color (in percentages). (A) Females’ responses. (B) Males’ responses.

A B

Figure 9. Visual representation of the concepts’ values for the purple color (in percentages). (A) Females’ responses. (B) Males’ responses.

Volume 2 Issue 3 (2024) 8 doi: 10.36922/ac.3022