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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

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.

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    Date Created
    • 2017
    Resource Type
  • Text
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    Note
    • Partial requirement for: M.S., Arizona State University, 2017
      Note type
      thesis
    • Includes bibliographical references (pages 33-38)
      Note type
      bibliography
    • Field of study: Human Systems Engineering

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    by Maya Toteva

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