Color theorists examine the meanings of colors and the effects they can have. Color theory examines the art, philosophy, physics, and psychology of color. Color communication is important for artists, graphic designers, architects, interior designers, stylists and costume designers, theater designers, sports and many other fields (Stockton & Shibukawa, 1984). With color you get an instant message, whether it's a feeling or a warning. The effectiveness of color becomes a vital tool for communicating in business, advertising and the market. Color has been called the “silent salesman” because it can attract consumers, convey messages about a product, create a brand identity, and make a sale. In web design, color can spark interest. The persuasive power of color is instantaneous and subliminal. Color families express certain moods and connections, this symbolism is important in marketing. The colors become a reference to the product or idea. This is important for communication because color can reinforce a message and provide instant perception (Eiseman, 2000). Some elements of color perception include: hue, saturation, and value. Hue refers to the color family. Saturation is the intensity or brightness of the color. Value is the lightness or darkness of a color, (Stockton & Shibukawa). The colors are available in different shades (lightened), shades (darkened) or half tones. Colors can be warm (red, orange, yellow) or cold (blue, green, purple). Warm colors seem more energetic, aggressive and active while cold colors are more sober, reserved and calm. When colors are combined they have additional effects. They can be monotonous, monochromatic, analogous or complementary patterns. Monotone refers to the use of a neutral color and provides a calm...... middle of paper...... some aspects such as heat and cold or pleasure and pain. Used generally, color can provoke a tone or mood in a subject (Stockton & Shibukawa, 1984). Throughout history, color has been used symbolically to designate social status and cultural or group affiliation. We use color in our environment and choose colors for their meaningful effects. Color trends are set by celebrities and influential people, as well as stylists and interior designers. Color trends are inspired by sports teams, fashion and entertainment, artists, patriotism, economics, lifestyles, cultural values ​​and ethnic groups (Eiseman, 2000). There are trend setters and trend followers who are in line with the theory of the diffusion of innovations. Color palettes change over time. Color trends can be attributed to different eras, products or fashions (Stockton & Shibukawa, 1984).