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Colors register in the teen cyberuniverse

As part of a teen Web activity study conducted this fall, researchers at Cheskin Research and Cyberteens.com threw in a question asking 2,579 teen surfers to associate five basic Web colors with 14 different attributes. The answers indicate some surprising graphic...
December 1, 1999

As part of a teen Web activity study conducted this fall, researchers at Cheskin Research and Cyberteens.com threw in a question asking 2,579 teen surfers to associate five basic Web colors with 14 different attributes. The answers indicate some surprising graphic preferences that should be kept top-of-mind by Web developers designing for teens.

Black: The most unexpected result indicates that basic black has fallen out of favor with today’s teens, and should be used sparingly on Web sites targeting them. The respondents associated the color with undesirable adjectives like ‘complicated’ (55%), ‘outdated’ (40%) and ‘high-tech’ (36%)

Blue: At the more positive end of the spectrum, teens rated this as their favorite digital color, associating it with words like ‘success’ (36%), ‘intelligent’ (38%), ‘welcoming’ (42%) and ‘trusted’ (41%)

Red: Designers should use it to emphasize speed (34%) and warmth (60%)

Yellow: Conveys a playful (44%) and easy (39%) tone

Green: Most often associated with wealth (50%)

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