The first part of the graduate thesis describes color theory and psychological effects of color throughout the car history. Since at the beginning of the car's serial production, the car did not play a significant role in choosing a car with ever-growing color output, it gradually gained importance. Psychology of color explains how people experience a certain color. The research part of the work was done in two ways; an online survey that determines how people choose color for car classes and whether they are willing to separate a certain amount of money to choose the desired color. The second part of the survey was carried out at certain traffic locations of the City of Zagreb where it was examined which colors of automobiles were most represented. The results are compared with the results from the online survey. The purpose of this paper is to show you how color affects when choosing a car and whether customers are willing to allocate more financial resources to get the desired color. The assumption is that the results of this research will not significantly differ from the results of research conducted by BASF for European countries. Cars are divided into several classes to determine which colors are most represented. The results obtained through an online survey and the data collected show the representation of colors per car class in Zagreb. The results obtained in the online survey as well as collected data were compared with the research carried out by BASF, analyzing the color distribution on the European car market in 2017.