The consumer is guided by their senses in purchasing activities. The consumer wants to see, hear, smell, touch and taste. The individual provides a large part of his / her knowledge with the outside world with the sense of seeing. Visual perception is a process of reinterpretation by combining visual stimuli with old experiences of recognition and recognition. Perceived objects activate the senses system. In this process, biological and psychological effects affect and complement each other. Consumers tend to buy a product that meets their needs. There are many factors affecting the decision to buy products, and one of them, “brand color”, has many psychological effects in it and stands out as an factor affecting the purchasing process. The phenomenon of color has a privileged place and importance in the behavior of consumers. In this context, it is thought that brand identity colors play an important role in shaping consumers' buying behaviors and product preferences. Within the scope of this study, it is aimed to determine the factors affecting the brand color preferences of consumers regarding the decision to buy products.

Keywords: Brand identity, color, consumer, purchasing decision, brand color