On the current market, supply is more dominant than demand for most products, due to that manufacturers and distributors are fighting for every customer, so the awareness of the importance of packaging to attract customers has also developed. Research had shown that consumer behavior also depends on the packaging, that the purchase decision is often made because of the appearance of the packaging or especially because of the color of the packaging. Colors play a very important role in marketing activities, and consumers decide to buy products of certain colors, which have been recognized by many large companies that pack their products in packaging of certain colors. Colors allow consumers to recognize the product in relation to competing products. Product packaging is an element that consumers notice, and the color of the packaging is often more important to them than the design of the packaging. Color is in the context of the product the most important criterion according to which the respondents distinguish the product on the shelf in the store and according to which they choose it for purchase. According to this research, it is observed that consumers can determine which colors most motivate them to buy or refuse to buy in the categories of food products, cosmetics, cleaning products, clothes and shoes, and furniture and home decorations. Colors are an extremely important factor in marketing, therefore marketers must carefully approach the selection of product colors.