The aim of this paper is to intrigue people about the importance of colors in sales. Colors have an extremely strong emotional and psychological impact on consumers, and their choice in purchase depends on it. When we define colors they have two types of division: narrower and wider. The wider division is into warm and cold colors, and the narrower into primary, secondary and tertiary. Each color has its own meaning and where it is used in sales. For businesses, colors are of great importance because they need to know what and how to apply in sales to keep customers satisfied. During the preparation of the final paper, various literature of well-known authors and professors were used, and finally the research was conducted in the form of a questionnaire. In the research conducted on the basis of the business entity Ferivi Co. it has been proven that color is more important to customers than price. Also, customers are aware that color can influence their choice. The purpose of there search was to prove whether the business entity Ferivi Co. chose the correct color of his logo and whether the color is really crucial in choosing the consumer in the sale. Based on the obtained results, it is recommended for Ferivi to use a combination of white, black and red colors, selected by people, as underlying colors of this business entity in their assortment, wall color, packaging color and saleswomen uniforms.