Although the process of retail dates back to ancient times, to this day scientists and researchers are trying to find out more about all of the aspects and strategies that go on while shopping in retail. One of the ways to influence consumers is the adequate use of color. Color can have different meaning and symbolism for people all around the world. So, from a scientific point of view, it would be useful to examine the impact of color in Grude, as it is one of the most developed municipalities in Bosnia and Herzegovina, with little or no research in the retail habits of its citizens. The subject of this thesis is the influence of color in retail stores on customer purchasing in the municipality of Grude. The aim of this thesis was to examine how colors impact consumers in Grude and what associations do consumers have with colors. The research was conducted via an online survey of 112 participants. The participants agreed that they pay attention to the way the colors of the products in the store, shelves, entrances, and other parts of the store are arranged, associate healthy products in the store with green color, associate black and gray with technological products in the store, white color with dairy products in the store, red color with products on sale at the store, golden color with products that are more expensive than others in the store, that colors and the the way the colors of the products in the store are assembled affect their shopping habits when buying everyday goods. According to the color of the product or group of products, the participants guess what type of product it is. There is a strong impact of color in the retail present among the citizens of Grude which impacts their daily retail shopping habits.