The graduate thesis on the topic Psychology of Color in Marketing: Influence on Consumer Behavior and Purchase Intentions analyzed the influence of color psychology on consumer behavior and their purchase intentions through the theoretical and empirical part of the paper. In the theoretical part, various literature was used to cover the basic concepts of color theory, the psychological meaning of different colors (which will be examined in the empirical part of the paper) and consumer behavior and factors that affect the decision to buy them. Also, in the theoretical part of the paper, the influence of colors on consumer behavior, the influence of colors in marketing and advertising, and the application of the same colors in different industries were analyzed, which included examples of different brands/brands that have successfully applied colors. For the purpose of research, a case study was processed through the analysis of the application of dyes in the food industry. For the food industry, the example of McDonald's was analyzed as an example of the successful use of colors in the food industry according to the distribution of various researches. In the methodology of the paper, various hypotheses were set that were tested in the empirical part of the paper by the method of interviewing respondents. The respondents are members of different generations and the results of the research were conducted accordingly. The aim of this paper was to prove that the psychology of colors in marketing has a significant role in consumer purchasing intentions and it can be concluded that the results of the paper confirmed such a thesis. The theoretical assumptions about colors, their influence and the associations they evoke in the interviewees were also confirmed, so it can be said that this paper confirmed the existing theoretical hypotheses. In certain parts of the paper, pictorial and tabular representations are shown in order to visually depict certain assumptions or claims in the paper. Professional and scientific books, articles and internet sources were used when writing the thesis that are listed in the literature.