Perceptions of color characteristics in new age media: Assessing the digital natives’ viewpoints

In contemporary society, where visual content dominates various platforms and media, understanding how Generation Z interprets color is essential for designing effective communication strategies, as this demographic comprises a significant portion of consumers and users in the digital landscape. This research explores the perceptions of color characteristics among Generation Z individuals, focusing specifically on Greek higher education students. The primary aim is to investigate Generation Z’s perception and association of color concepts, especially within digital interfaces, while also discerning potential variations based on gender and platform (desktop vs. mobile). Employing an experimental approach, Generation Z students were tasked with associating concepts with digitally presented colors, enabling a systematic exploration of their color perception. Data collection involves meticulous observation and analysis of participants’ responses to uncover insights into their color preferences and concept associations. The findings reveal intriguing insights into Generation Z’s color preferences and concept associations, highlighting differences from previous generations. In addition, slight variations between genders and more significant differences between desktop and mobile interface data were observed, emphasizing the platform’s influence on color perception. Understanding this demographic’s distinct color preferences allows designers to tailor visual communication strategies effectively. Moreover, considering platform-specific design elements in digital interfaces is vital for optimizing user experience and engagement. This study advances understanding of Generation Z’s nuanced color perceptions, offering insights for designers seeking to resonate with Generation Z audiences in an ever-evolving digital landscape and providing valuable implications for graphic design pedagogy and practice.