The theme of this master’s dissertation analyzes the “Perception and Psychology of Color and its Attractiveness in Fashion”. In the fashion industry, where visual identity and emotional connection are central to consumer engagement, color stands out as a powerful psychological and strategic element. This study explores the perception and psychology of color in fashion marketing, analyzing how individual hues influence emotions and purchasing behavior. Color can be one of the most important characteristics to impulse customers to buy certain products. This research investigates how demographic factors (mainly gender and age) shape color preferences and emotional associations. To assess these variables, a structured questionnaire was developed to evaluate over a hundred participants’ perceptions and psychological responses to specific colors in fashion-related contexts. The goal was to uncover how different demographic groups interpret and react to colors, and how these insights can inform more effective brand communication and visual identity strategies.