The user's meeting with the service represents the basis of his perception of the service. The overall impression of the user on the service or satisfaction - customer dissatisfaction is essentially the physical elements of the services that are the components of each service. Physical elements include employees who provide the service to the users, the process, the physical environment. The physical environment of the service is the atmosphere and functionality of the space, accompanying symbols and signs that significantly affect the overall service. The atmosphere is a key element in services, it may be the reason for the user's decision making. The atmosphere users are evaluated with the senses, such as the main visual dimensions of the atmosphere are color, light, size and shape. The thesis deals with the role of color as an element of a physical environment, which plays a significant role in deciding on the choice of service. Based on the results of the research, a scientific hypothesis has been confirmed based on which it has been scientifically proven that the decision-making process of the physical color environment has priority importance and is the most important factor in creating a visual perception of the service.