This graduate thesis will explore the impact of the media on color selection based on the automotive industry. Nowadays the consumer is exposed and saturated daily with various advertisements from all media sources. For this reason manufacturers need to thoroughly explore the habits of their target groups. Manufacturers generally use color psychology, constant repetition methods and various other methods to gain attention and influence on the consumer. Through the theoretical part of the paper, we will be introduced to colors in general, to the psychology of colors, psychological attributes and the most common colors in the automotive industry. The research part will be conducted through an online survey. The research plan is based on the selected car models and the actual advertisements. The survey will investigate the impact of the media on color choices when buying a car. The selected car survey will first show a video with the color that the manufacturer has selected for presentation. Then the questions will be such as to see how important color is in choosing a car when shopping. At the very end of the survey, images with the most common car colors will be offered, along with the color from the advertisement, to see if the manufacturer managed to influence the person through the advertisement when choosing a color. The aim of this thesis is to investigate the impact of the media on consumers when choosing a color based in the automotive industry. The automotive industry carefully selects colors based on the color psychology and consumer habits of its target groups. Through the media, it has a great influence on the consumer, dictating and creating trends and directly influencing his choice. The hypotheses of this research are: Media plays a big role in choosing a color when buying a car. Using knowledge of the psychology of color, the manufacturer can directly influence the customer and his choice.