Color is the reaction of the photosensitive cones in our eye to an external stimulus in the form of a light beam. While entering the eye, beam is refracted as in a prism and scattered into the spectrum. Contemporary social science researchers are concerned with studying the effects of colors on people in different circumstances. Different colors have different effects on human emotions, and in different human activities, human environments are colored with the intention of manipulating human feelings. These can be green walls in healthcare facilities that have a calming effect on patients, they can be colorful devices in children's parks that motivate and encourage children to be active and play. There is plenty of evidence and researches on the effects of colors on humans and on the specific effects of each color. Photography means obtaining a permanent image of an object by the action of electromagnetic radiation (usually light, i. e. the visible part of the spectrum) on a photosensitive surface. Almost every business uses marketing to promote its products to consumers, and the basis of advertising, among other things, is photography. Ads in any form are intended to shape consumer behavior. This paper studies the effect of colors and photographs in advertisements and similar marketing activities on consumer psychology.