Significance of colors had an influence on communication in society, culture and individuals. Color has always aroused the fascination of society, and over time stronghold of color significance develops that leads to the development of theories and interpretations of the impact of color on man and science. Foundations of every culture are language, religion and tradition, and they're important in understanding of a culture. During intercultural communication, it's important to focus on the correct direction of the message when the color is placed on a foreign market in the form of a product or service, as well as the importance of the symbolism and connotation of color. Furthermore, symbols are guiding us and communicating instead of words, and vary from culture to culture. The symbolism of color differs in culture according to the learned knowledge of cultural values, and the biological foundations that affect the perception of color. It's the visual communications that are part of non-verbal communication which try to bypass the language barrier of communication through the visual impression, the elements of image and color. The application of color is present in everything that surrounds us, from nature to all segments of life from the very beginning. They are significant in our lives because of the association of meaning, and the influence on us as we walk down the street and see a symbol that, by the meaning of colors, stimulates appetite or another concept of negative or positive influence. The influence of color on human perception is explained by psychology. By connecting color with emotions, a positive or negative perception of color is created, which depends on the experience of the individual and the learned values of the culture of its members. The analysis of the importance of color in communication explains the impact on the individual and the affinity for color through the cultural, psychological and marketing aspect, as well as the dominant culture and the way it affects the awareness for color preference. While some cultures are not subject to the trend and values of a foreign culture such as Eastern countries, others follow and take over the values of a foreign culture and thus influence the association of color by association through an individual’s emotional experience over time. The psychological aspect explains and shows that the associative network determines the meaning of color by an individual's experience, and thus creates a tendency or aversion to a particular color.