| Summary: | Despite the undeniable importance of color in advertising and marketing communication in general, the number of color impact studies in these areas is very scarce. Colors are one of the most important nonverbal signs for products. Therefore, the main purpose of this paper is to provide some basic guidance and knowledge on the use of color in communication in business culture. The importance of colors takes a significant value when it comes to product promotion and packaging. The function of colors to draw attention is to the fact that colors are the first important thing that attracts the attention of the consumer. The colors accepted by consumers are limited, however they play an important role in brand choice. The colors also draw the consumer’s attention to packaging. The paper explores color perception in more detail, defines the emotional associations that particular colors evoke, and measures the perceived impact of color in marketing use. This study involved a primary research that was conducted in the form of a survey. The purpose of the research was to determine consumer awareness of the role and importance of color as a marketing tool in their decision-making process. The research examined the observation of certain colors and their impact on the recipient’s thoughts and emotions. The marketing literature emphasizes the fact that colors attract the attention of customers, who seek to make a choice between several different brands. It has been proven that colors also serve as a communication tool with consumers. Therefore, colors have a profound impact on brand development.
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