Organic matter (OM) in petroleum source rocks is a mixture of organic macerals that follow their own specific evolutionary pathways during thermal maturation. Understanding the transformation of each maceral into oil and gas with increasing thermal maturity is critical for both source rock evaluation and unconventional shale oil/gas reservoir characterization. In this study, organic petrology was used to document the reflectance, abundance, color, and fluorescence properties of primary organic macerals and solid bitumen (SB) in 14 Upper Devonian New Albany Shale samples (kerogen type II sequence) from early mature (vitrinite reflectance [VR_o] of 0.55%) to post-mature (VR...