The Symbolism of Colours for Gen Z. Visual Communication Through Images and Hashtags

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dc.abstract.plSociologists have identified Generation Z as a group of people born after 1996 who do not know a world without digital devices and virtual communication platforms. Equipped with phones, they document their lives on an ongoing basis, taking photos and sharing them on social networking sites. Today, Generation Z is largely made up of students who divide their time between the real world and the reality of electronic media. The paper is intended to present the results of an experiment conducted with second-year undergraduate students of the Faculty of Design at the Academy of Fine Arts in Krakow, in the winter semester of the academic year 2021/2022, as part of the colour fundamentals course. The aim was to find out to what extent colours have a semantic value for them, used in interpersonal communication, and how the visual message is complemented by the verbal message. For 2 weeks, students were assigned the task of looking for the particular primary colour - red, yellow, blue or green - in their surroundings. They documented the examples they found by taking photos with a smartphone or camera and then posted them on a specially prepared profile on Instagram, complementing them with hashtags of their choice. Within each colour, a set of hashtags was created and those that were repeated at least three times were used to create basic categories of meaning attributed to the analysed colours.
dc.affiliationAkademia Sztuk Pięknych im. Jana Matejki w Krakowie
dc.affiliationWydział Form Przemysłowych
dc.contributor.authorKwiatkowska-Lubańska, Agata
dc.date.accessioned2025-02-19T16:08:06Z
dc.date.available2025-02-19T16:08:06Z
dc.date.issued2022
dc.identifier.isbn978-0-6484724-4-5
dc.identifier.urihttps://repozytorium.asp.krakow.pl/handle/asp/40460
dc.languageen
dc.pbn.affiliationsztuki plastyczne i konserwacja dzieł sztuki
dc.pubinfoNewtown
dc.publisher.ministerialInternational Colour Association (AIC)
dc.relation.bookProceedings of the International Colour Association (AIC) Conference 2022
dc.relation.pages652-658
dc.rights.licenseCC-BY
dc.rights.shareShareYes
dc.subject.encolour symbolism
dc.subject.encolour in social media
dc.subject.encolour education
dc.subject.plsymbolika barw
dc.subject.plbarwa w mediach społecznościowych
dc.subject.plkształcenie w zakresie barwy
dc.titleThe Symbolism of Colours for Gen Z. Visual Communication Through Images and Hashtags
dc.typeMonographChapter
dspace.entity.typePublication