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THE MARKETER'S PRISMATIC PALETTE - Stevens Institute of ... 2025

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The dissertation titled 'The Marketer’s Prismatic Palette' by Lauren Isabelle Labrecque explores the significance of color in marketing and its implications for brand personality. It consists of two essays: the first provides a conceptual framework for understanding how color influences consumer behavior, highlighting gaps in existing research and suggesting future directions. The second essay empirically examines the relationship between color and brand personality through five studies, demonstrating that different colors can evoke specific personality traits and affect brand equity. The findings emphasize the importance of color choices in branding strategies, suggesting that marketers should consider both hue and other color dimensions like saturation and value to effectively shape consumer perceptions.

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