Each person is an individual in his own right, so color has a different effect on human emotions, behavior and mood. Colors act on the subconscious of the observer and as such attract attention and cause an effect on the observer, including potential buyers of wine. Due to the expansion of the market within the borders of the European Union, but also outside it, the competition among wine producers and distributors grew. It is known that today it is not only the quality of the wine that is important, but also the presentation, which is achieved, among other things, through a properly designed packaging design. At the same time, the color of the packaging plays a key role, because it is through the packaging that the customer's first contact with wine products is made. Choosing color as an extremely powerful tool will achieve the desired effect with the customer. Color psychology is a branch of psychology that has the task of studying the reaction and emotion of a certain observer that evokes different colors in him. The correct choice of colors on wine packaging is used today as a factor of predominance in wine advertisements, marketing and sales of wine in stores and at fairs. The thesis has the task of examining the influence of colors on wine packaging on wine sales through a survey with questions in which a Likert scale will be used. At the same time, a brief overview of the statistical methods used for this purpose of data analysis and testing of hypotheses will be made. At the end, the data obtained from the survey will be statistically analyzed and interpreted, and the results of statistical tests for hypothesis testing will be presented.