Colors are an integral part of life, they affect the human mind and encourage people to various feelings. Color is the impression that it to leave about different radiation that make up light. (Anić, 2004:99). We can divide them into several types and they are: primary and secondary, complementary, hot and cold, organic and inorganic. In today's environment colors are an important factor in sales and marketing because as we say: „Color sell products.“ When we want to evoke a sense of trust and loyalty in our products, we will use blue. Red color will usually use when we want to inspire a sense of passion, love and stimulate hunger. When we want to highlight the actions we will use yellow in combination with black or red. When selling luxury products, black and white will most often be used because they signify elegance and secrecy, as well as expensiveness. Orange color is ideal for attracting the customer's attention and highlighting the most important elements, it encourages thinking and conversation. When one wants to encourage sensitivity, gentleness and sweetness pink color is used. We will have green in our logo when we want to let customers know that they will not make a mistake by buying such a product. In sales, it is important to be careful with colors when placing products on the shelves because too many colors can send an incomprehensible message to customers.