The Marketers' Prismatic Palette: A Review of Color Research and Future Directions

Posted: 1 Jul 2012

See all articles by Lauren Labrecque

Lauren Labrecque

Loyola University of Chicago

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: June 22, 2012

Abstract

Color carries meaning and can influence consumers’ thoughts, feelings and behaviors. Many disciplines, such as neuroscience, psychophysics, visual cognition, and biology have used new technologies to gain insights in understanding the complexities of color perception, yet there exists relatively little research in the field of marketing. This paper aims to reestablish the importance of color research in marketing, draw attention to the complex nature of this research and to fuel further investigation and the development of new insights about color as it relates to marketing. The authors offer an integrated conceptual framework centered on the embodied and referential meanings of color, and highlight the complexities and nuances that researchers must consider in order to develop this area. Insights from and gaps in the extant literature are highlighted to present a set of questions and propositions for future research in this area of investigation.

Suggested Citation

Labrecque, Lauren and Patrick, Vanessa, The Marketers' Prismatic Palette: A Review of Color Research and Future Directions (June 22, 2012). Available at SSRN: https://ssrn.com/abstract=2089176

Lauren Labrecque

Loyola University of Chicago

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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