The aim of this thesis is to provide a comprehensive overview of the psychological mechanisms behind color perception and their influence on consumer behavior, and to offer practical guidance for marketers. Colors are an indispensable element of marketing communication, having a profound influence on the perception, emotions and behavior of consumers. The fundamental part of the paper is an overview of theoretical approaches to the psychology of colors, including their symbolic and evolutionary aspects. It also analyzes how different cultures perceive color, with an emphasis on cultural variations that marketers must take into account when designing their campaigns. Empirical research provides additional insights into how colors influence consumer behavior, for example, the color red can stimulate a sense of urgency and increase impulse purchases, while blue can evoke feelings of trust and calm. The paper further focuses on the practical application of theoretical knowledge through the analysis of concrete examples from marketing practice. Well-known brands such as Coca-Cola, Apple and IKEA use specific colors to create a strong visual identity and emotional connection with consumers. These case studies provide valuable lessons on how color can be used to achieve a variety of marketing goals, from increasing brand recognition to inducing specific emotional responses that lead to purchase. In addition to the aforementioned elements, the thesis includes an analysis of the physiological processes of color perception, such as eye and brain functions, as well as cognitive aspects that shape how we interpret colors. The theoretical framework includes the basic concepts of colors, as well as the emotional responses that colors evoke and their meaning in marketing communication. The research methodology includes a carefully designed research design, selection of relevant participants, development of a survey on color perception and marketing preferences, and data collection process, and analysis of research results reveals how participants perceive different colors, what emotional reactions these colors evoke, and how colors are effectively used in marketing campaigns. . The discussion deals with the interpretation of the results, their implications for marketing practice, research limitations and suggestions for future research. This entire research summarizes the key findings and their implications for practical application in marketing, encouraging further research in the field of psychological influence of colors. This paper provides a comprehensive overview of the psychological mechanisms behind color perception and offers practical guidance to marketers for creating effective, visually appealing and emotionally resonant marketing campaigns.