Explore the Popularity and Emotional Association of Colours in the Generation Z Cohort

Marián Čvirik

doi:10.5565/rev/qpsicologia.2141

Explorar la popularidad y la asociación emocional de los colores en la cohorte de la Generación Z

Autores/as

Marián Čvirik University of Economics in Bratislava https://orcid.org/0000-0003-4701-1543

Resumen

Este artículo aborda la percepción del color desde los componentes cognitivos y afectivos de las actitudes. Su objetivo es (1) analizar la popularidad de los colores entre jóvenes de la Generación Z en Eslovaquia; (2) examinar la dirección (positiva o negativa) de las emociones asociadas a dichos colores; y (3) verificar posibles vínculos entre el grado de popularidad y la orientación emocional. El estudio se basa en una investigación empírica primaria con una muestra representativa de esta cohorte. Los colores se definieron mediante códigos hexadecimales y RGB. Se aplicaron estadística descriptiva, análisis de conglomerados y análisis de correspondencias. Los resultados señalan que el negro es el color más popular en la actualidad. No obstante, comprender la simbología de los colores resulta fundamental. Los hallazgos pueden aplicarse tanto en la psicología como en otras disciplinas de las humanidades.

Palabras clave

Percepción sensorial del color, Generación Z, Aspecto cognitivo y afectivo, Psicología del consumidor

Citas

Achterbergh, Louis; Pitman, Alexandra; Birken, Mary; Pearce, Eiluned; Sno, Herman, & Johnson, Sonia. (2020). The experience of loneliness among young people with depression: A qualitative meta-synthesis of the literature. BMC Psychiatry, 20(1), 415.

Adams, Sean, & Helfand, Jessica. (2017). The designer’s dictionary of color. Abrams.

Ardila-Leal, Leidy D.; Poutou-Piñales, Raúl A.; Pedroza-Rodríguez, Aura M., & Quevedo-Hidalgo, Balkys E. (2021). A brief history of colour, the environmental impact of synthetic dyes and removal by using laccases. Molecules, 26(13), 3813. https://doi.org/10.3390/molecules26133813

Benítez-Márquez, María Dolores; Sánchez-Teba, Eva María; Bermúdez-González, Guillermo, & Núñez-Rydman, Emma Sofía. (2022). Generation Z within the workforce and in the workplace: A bibliometric analysis. Frontiers in Psychology, 12, 736820. https://doi.org/10.3389/fpsyg.2021.736820

César Machado, Joana; Fonseca, Beatriz, & Martins, Carla. (2021). Brand logo and brand gender: Examining the effects of natural logo designs and color on brand gender perceptions and affect. Journal of Brand Management, 28(2), 152–170. https://doi.org/10.1057/s41262-020-00216-4

Chen, Yun; Yang, Jie; Pan, Qianqian; Vazirian, Marjan, & Westland, Stephen. (2020). A method for exploring word‐colour associations. Color Research & Application, 45(1), 85–94. https://doi.org/10.1002/col.22434

Coulaud, Pierre-Julien; Jesson, Julie; Bolduc, Naseeb; Ferlatte, Olivier; Jenkins, Emily; Bertrand, Karine; Salway, Travis; Jauffret-Roustide, Marie, & Knight, Rod. (2023). Young adults’ mental health and unmet service needs in the context of the COVID-19 pandemic across Canada and France. Community Mental Health Journal, 59(2), 222–232. https://doi.org/10.1007/s10597-022-01000-1

Čvirik, Marián. (2024). The importance of music as a mood regulator: Adaptation of Music in Mood Regulation Scale in the conditions of Slovakia. Ceskoslovenska Psychologie, 68(3), 255–272. https://doi.org/10.51561/cspsych.68.3.255

Čvirik, Marián, & Ölveczká, Diana. (2022). Úvod do kvantitatívnych metód: Generický prehľad. Ekonomika cestovného ruchu a podnikanie, 14(1), 7–15.

Čvirik, Marián, & Ölveczká, Diana. (2023). A generic view of cluster analysis. Ekonomika cestovného ruchu a podnikanie, 15(1), 25–31.

Dannhoferová, Jana. (2012). Velká kniha barev: Kompletní průvodce pro grafiky, fotografy a designéry (1. vyd). Computer Press.

Dasborough, Marie T.; Sinclair, Marta; Russell-Bennett, Rebekah, & Tombs, Alastair. (2008). Measuring emotion: Methodological issues and alternatives. En Neal M. Ashkanasy & Cary L. Cooper (Eds.), Research companion to emotion in organizations (pp. 403–435). Edward Elgar Publishing. https://doi.org/10.4337/9781848443778.00021

De Cock, Robin; Denoo, Lien, & Clarysse, Bart. (2020). Surviving the emotional rollercoaster called entrepreneurship: The role of emotion regulation. Journal of Business Venturing, 35(2), 105936. https://doi.org/10.1016/j.jbusvent.2019.04.004

Di Folco, Marine, & Proust, Maëlle. (2014). Colour trends in marketing: The case of companies’ logos. Halmstad University. [online]. [cit. 2024-03-03]. https://www.diva-portal.org/smash/get/diva2:733903/FULLTEXT01.pdf

Elliot, Andrew J. (2015). Color and psychological functioning: A review of theoretical and empirical work. Frontiers in Psychology, 6, 368. https://doi.org/10.3389/fpsyg.2015.00368

Elliott, Roxana. (2020). Weighting survey data: Methods and advantages. [online]. [cit. 2024-01-03]. Available at: https://www.geopoll.com/blog/weighting-survey-data-raking-cell-weighting/

Garrido, Sandra; Millington, Chris; Cheers, Daniel; Boydell, Katherine; Schubert, Emery; Meade, Tanya, & Nguyen, Quang Vinh. (2019). What works and what doesn’t work? A systematic review of digital mental health interventions for depression and anxiety in young people. Frontiers in Psychiatry, 10, 759. https://doi.org/10.3389/fpsyt.2019.00759

Gasparyan, Naira, & Asatryan, Karine. (2016). Colour symbolism and its cognitive cultural message. Scientific-Methodological Journal, 3. 6–14.

Ginting-Szczesny, Bernadetta A. (2022). Giving colour to emotions in entrepreneurship. Journal of Business Venturing Insights, 17, e00302. https://doi.org/10.1016/j.jbvi.2021.e00302

Greenacre, Michael J. (2010). Correspondence analysis. WIREs Computational Statistics, 2(5), 613–619. https://doi.org/10.1002/wics.114

Gruber, Robert; Häfner, Michael, & Kachel, Sven. (2024). Dressing up social psychology: Empirically investigating the psychological functions of clothing using the example of symbolic protection. British Journal of Social Psychology, 63(2), 1003–1035. https://doi.org/10.1111/bjso.12700

Halička, Juraj. (2019). Farby neexistujú. Prečo ich teda vidíme? [online]. [cit. 2024-01-09]. Available at: https://blog.sme.sk/halicka/veda-a-technika/farby-neexistuju-preco-ich-teda-vidime

Höllerer, Markus A.; Van Leeuwen, Theo; Jancsary, Dennis; Meyer, Renate E.; Andersen, Thomas Hestbaek, & Vaara, Eero. (2019). Visual and multimodal research in organization and management studies (1st ed., pp. 244). Routledge. https://doi.org/10.4324/9781315455013

Hultén, Bertil; Broweus, Niklas, & Dijk, Marcus van. (2009). Sensory marketing. Palgrave Macmillan.

Jacobs, Laurence; Keown, Carles; Worthley, Reginald, & Ghymn, Kyung-Il. (1991). Cross‐cultural colour comparisons: Global marketers beware! International Marketing Review, 8(3). https://doi.org/10.1108/02651339110137279

Jonauskaite, Domicele; Althaus, Betty; Dael, Nele; Dan-Glauser, Elise, & Mohr, Christine. (2019). What color do you feel? Color choices are driven by mood. Color Research & Application, 44(2), 272–284. https://doi.org/10.1002/col.22327

Jonauskaite, Domicele, & Mohr, Christine. (2025). Do we feel colours? A systematic review of 128 years of psychological research linking colours and emotions. Psychonomic Bulletin & Review. Advance online publication. https://doi.org/10.3758/s13423-024-02615-z

Kawai, Claudia; Zhang, Yang; Lukács, Gáspár; Chu, Wenyi; Zheng, Chaoyi; Gao, Cijun; Gozli, Davood; Wang, Yonghui, & Ansorge, Ulrich. (2023). The good, the bad, and the red: Implicit color-valence associations across cultures. Psychological Research, 87(3), 704–724. https://doi.org/10.1007/s00426-022-01697-5

Kita, Pavol; Žambochová, Marta; Maciejewski, Grzegorz; Čvirik, Marián, & Mazalánová, Veronika K. (2023). Changes in the culture of consumption during COVID-19: A decision-tree model. Cultural Management: Science and Education, 7(1), 85–101. https://doi.org/10.30819/cmse.7-1.06

Krowicki, Piotr, & Maciejewski, Grzegorz. (2023). Shopping centre marketing: Value creation and customer engagement (1st ed.). Routledge. https://doi.org/10.4324/9781032690544

Lim, Dongjae; Baek, Tae Hyun; Yoon, Sukki, & Kim, Yeonshin. (2020). Colour effects in green advertising. International Journal of Consumer Studies, 44(6), 552–562. https://doi.org/10.1111/ijcs.12589

Lindsay, Sally; Fuentes, Kristina; Tomas, Vanessa, & Hsu, Shaelynn. (2023). Ableism and workplace discrimination among youth and young adults with disabilities: A systematic review. Journal of Occupational Rehabilitation, 33(1), 20–36. https://doi.org/10.1007/s10926-022-10049-4

Mackenzie, Donald A. (1922). Colour symbolism. Folklore, 33(2), 136–169. https://doi.org/10.1080/0015587X.1922.9719237

Marks, Terry, & Sutton, Tina (Ed.). (2009). Color harmony compendium: A complete color reference for designers of all types. Rockport Pub.

Maule, John; Skelton, Alice E., & Franklin, Anna. (2023). The development of color perception and cognition. Annual Review of Psychology, 74(1), 87–111. https://doi.org/10.1146/annurev-psych-032720-040512

Müller, Marion G., & Kappas, Arvid. (2010). Visual emotions – Emotional visuals: Emotions, pathos formulae, and their relevance for communication research. In Katrin Döveling, Christian von Scheve & Elly A. Konijn (Eds.), The Routledge handbook of emotions and mass media (pp. 310–331). Routledge.

Naďová Krošláková, Monika; Čvirik, Marián, & Manuel Guaita Martínez, José. (2024). Intervention and adaptation options for measuring brand trust in the context of its dimensionality with an emphasis on the generational context. ESIC Market, 55(2), e328. https://doi.org/10.7200/esicm.55.328

Rathee, Rupa, & Rajain, Pallavi. (2019). Role colour plays in influencing consumer behaviour. International Research Journal of Business Studies, 12(3), 209–222.

Sendra, Esther, & Carbonell-Barrachina, Ángel A. (Ed.). (2017). Sensory and aroma marketing. Wageningen Academic Publishers.

Statistical Office of the Slovak Republic. (2023). https://datacube.statistics.sk/#!/view/sk/SODB/hc1okr/Obyvate%C4%BEstvo%20pod%C4%BEa%20miesta%20s%C4%8D%C3%ADtania,%20pohl.,%20postav.%20v%20dom%C3%A1c.,%20rodinn.%20stavu,%20ekonom.aktivity,%20miesta%20narod.,%20%C5%A1t%C3%A1t.%20pr%C3%ADslu%C5%A1.%20a%20veku%20-%20HC1

Biografía del autor/a

Marián Čvirik, University of Economics in Bratislava

Marián Čvirik is an associate professor at the University of Economics in Bratislava. He specializes in sensory perceptions and their multidisciplinary applications, with an emphasis on the fields of marketing, psychology, musicology and sociology.

Explorar la popularidad y la asociación emocional de los colores en la cohorte de la Generación Z

Autores/as

Resumen

Palabras clave

Citas

Biografía del autor/a

Marián Čvirik, University of Economics in Bratislava

DOI

Publicado

Cómo citar

Descargas

Datos de los fondos