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Color and Brand Personality Traits Measuring Associations Using Pathfinder Associative Networks

abstract: Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that such patterns exist, although the exact associations are difficult to predict. If such patterns are found, they can assist in creating a valuable design tool with wide range of applications in product design, manufacturing, and marketing. / Dissertation/Thesis / Masters Thesis Human Systems Engineering 2017

Identiferoai:union.ndltd.org:asu.edu/item:46338
Date January 2017
ContributorsToteva, Maya Georgieva (Author), Branaghan, Russell (Advisor), Gray, Rob (Committee member), Craig, Scotty (Committee member), Arizona State University (Publisher)
Source SetsArizona State University
LanguageEnglish
Detected LanguageEnglish
TypeMasters Thesis
Format80 pages
Rightshttp://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved

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