We live in a society where vision is the most developed sense trought which most messages are transferred. Therefore, marketing is heavily relying on the aspect of vision while advertising. In consumer society a very important element of every product is its visual identity and the most important element of a visual identity is color. When choosing a color, attention should be given to obviousness and differentiation of the future product. After that, an even more complex task is to evenly reproduce that color onto every media and material. Color can be objectively described with colorimetric methods but consumers see colors as a psychophysical stimulus. Therefore we are facing a problem how to print that color on different materials to always get an identical look so it can be associated with the brand. From a viewpoint of graphic technology quality control, colorimetric subtraction describes reproduction quality and the deviation between reproduction and the original. Mentioned deviations lead to specific colorimetric tolerances which are allowed by different brands. Using different measuring devices, for example colorimeter, color is measured and afterwards numerically described. It is shown in systems for color display (objective systems are based on CIE legalities CIE XYZ, CIE LAB, CIE LUV), from which CIE LAB system scope is based on objective color evaluation and is closest to visual perception. People perceive colors subjectively, therefore this topic is associated with color psychology.