Abstract: A long time ago domestic and foreign scholars noted that the color advertising attracts attention more often than its faceless black and white counterparts. The researcher’s desire to reduce the costs for a potential sponsor and increase the effectiveness of any promotional product developed by creative agencies was the main purpose of the marketing research and the publication of this study. The obtaining of comprehensive information on the psychological perception of a particular color in the ad layout by the target audience, allows agencies to carry out the production of advertising materials more qualitatively. Advertisers with this kind of information can determine almost accurately the things by which buyers are guided during making their purchasing decisions. In this study they presented the results of the market research and color psychological perception dependence analysis on a personality type and the extent of the emotional impact on a potential customer. It is assumed that within an unconscious and weakly conscious level, each basic color has a certain emotional reaction. During the ongoing research 5 types of personality were determined (“Artist”, “Leader”, “Doubting”, “Well-wisher” and “Creator”) in respect of which the experiment was conducted, aimed at the determination of psychological reactions that occur among these respondents, depending on the perception of a particular color, occurring in various advertising materials. These associations were studied empirically in the work. The results obtained during the survey were summarized in a single table of relations, processed using the statistical package IBM SPSS Statistics and thus “the decision tree” was developed-the most important tool of the researcher’s technique concerning the determination of consumer attitudes to the color palette of advertising communications. The tool according to which both the customer and the executor of promotional materials have the ability to get the answer to one of the most important questions in advance: “What attitude does a color inspire among the consumers distributed on personality types?”. After the performed analysis, obtained during the research of results, the researchers proposed the relationship for each individual personality and color segment. The practical recommendations are provided on the application of obtained results in the advertising activity of the Russian market subjects.