Color is one of the most important elements of marketing communication. Manufacturers are trying to paint their packaging to differentiates it from the other products and to somehow hypnotize average customer. When designers launch new products, they do not choose the color random, they choose it with the intention to convey a specified message to customers on the products itself. Over time the customer starts to connect a specific color with a given product. New chocolate brand is launched on the market, with all the elements of the brand that serve its identification: name, logo, slogan, packaging. The packaging shown in different colors and as the method of research survey was conducted. The survey aims to reveal respondents preference to the individual packaging, and what is the role of colors in color branding. Given the fact that the colors communicate we need to know what colors mean and what are their positive and negative meaning, in order to properly communicate. Each color has a different meaning (interpretation) and causing different feelings and associations in people. At the end of this survey it is presented conclusions about the role of color in product branding.