Despite the undisputable importance of colours in advertisment and marketing communication, in general, the number of researching in this area is small. Therefore, the primary goal of this paper is to offer some main issue points and insight in the use of colours in communicating marketing messages in croatian culture. The paper explores in more detail the perception of colour, determines emotional associations that some colours make and measure the notice for colours in marketing use. This paper shows the use of colours as marketing tool in some segments of consumer's market in Croatia. The second part of the paper consists of a research in the form of a survey. The purpose of the research was to determine the awareness of consumers about the role and importance of color as a marketing tool in making decisions about choosing a preferred product or service. The aim of this study was to investigate the perception of consumers about the impact of color in terms of marketing communications and advertising. The main purpose of the study was to check the notice for certain colors and their impact on the thoughts and emotions of the recipient information. The results showed that the respondents associate colors with certain types of products and are aware of the manipulation that takes place over them using colors in marketing. Also, respondents believe that marketers consciously used color as a means of manipulation.