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Color and brand personality traits: measuring associations using pathfinder associative networks

Description
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…

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.
ContributorsToteva, Maya (Author) / Branaghan, Russell (Thesis advisor) / Gray, Rob (Committee member) / Craig, Scotty (Committee member) / Arizona State University (Publisher)
Created2017
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MFA Dance Applied Project – Difference

Description
Perceptions and interpretations of life experiences and actions vary across individuals. When these differences are linked to colors, they become more apparent and discernable. Colors have the ability to convey a range of emotions, evoke diverse feelings, and conjure up different images for different people. For dancers, these colors and…

Perceptions and interpretations of life experiences and actions vary across individuals. When these differences are linked to colors, they become more apparent and discernable. Colors have the ability to convey a range of emotions, evoke diverse feelings, and conjure up different images for different people. For dancers, these colors and emotions can impact the execution of a movement, resulting in variations in quality and texture, despite performing the same choreography. Notably, the same color can hold opposite meanings in different cultural contexts. Consequently, the objective of this project is to employ dance performance as a means to communicate these disparate cultural perspectives.
ContributorsPan, Houyu (Author) / Kaplan, Robert (Thesis advisor) / Dyer, Becky (Committee member) / Bowditch, Rachel (Committee member) / Arizona State University (Publisher)
Created2023