In the present world, the development of the market and attracting new customers or even retaining the old customers is the concerns of many companies. Hence, due to the severe competitive pressures companies and organizations use various methods of marketing. Due to the development of self-service stores the product selection of customers without any interference by the seller, the most important factor to attract customers in today's world is the product’s color that manifests more in product’s packaging. Packaging a product is the combination of various elements each of which can be effective in creating a certain image in the minds of consumers. Color is the first and most important factor in the attractiveness of packaging.The purpose of this study is to address the difficulties facing managers and packaging designers and transfer the messages intended by the organization through the product’s color. A greater understanding of the impact of the visual aspects enables them to direct the content of their messages in a better way and find a more appropriate place against the competing products. In this study, the researcher has attempted to review the relevant research papers and explain the reasons of color importance in attracting the customer. In this research, the consumer behavior, the factors influencing the behavior and the relevance of color element have been carefully examined; and then the feature of different colors and their functions and roles in marketing has been described. The final section gives suggestions on the increase of attracting customers with regard to the functional nature of each product and its appropriate color.