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

This paper deals with the issue of colours and their perception based on cognitive and affective components of attitudes. The aim of the article is (1) to investigate the popularity of the colours of generation Z in Slovakia; (2) to investigate the direction (positivity or negativity) of emotions that are associated with colours; and (3) to verify possible connections between the degree of popularity and the direction of emotions of colours in the studied cohort. The paper is based on primary empirical research based on a representative sample of the Generation Z cohort. Colours were defined based on hex code and RGB. We process the results using the tools of descriptive statistics, cluster analysis, and correspondence analysis. The results indicate that black is currently the most popular colour. However, understanding the symbolism of colours is key. The results can be implemented not only within psychology but also in other humanities.