In the dynamic landscape of consumer behavior, understanding the intricate relationship between color psychology and buying decisions has emerged as a crucial area of research, particularly within the context of Fashion Apparels & Fashion accessories products. This study delves into the profound impact of color on consumer perceptions and purchasing choices, focusing on its implications for managers and marketers. By analyzing the underlying mechanisms through which colors evoke emotional responses and cognitive associations, this research contributes to the comprehension of consumer behavior dynamics and aids in devising effective marketing strategies. The scope of this study encompasses a comprehensive review of existing literature on color psychology, consumer decision-making, and FMCG marketing. Methodologically, a combination of qualitative and quantitative approaches is employed to investigate the preferences, emotions, and perceptions that different colors evoke among consumers in relation to various FMCG products. This study further explores the role of cultural and contextual factors in shaping color preferences, adding a nuanced dimension to the analysis. The managerial implications of this research are substantial. The findings offer practical insights that can empower marketers to optimize packaging, branding, and communication strategies to align with consumer preferences and psychological responses. Recognizing the power of colors in influencing brand recognition, recall, and overall consumer experience can lead to enhanced brand loyalty and increased sales for FMCG products. Its findings contribute to both academic understanding and practical application, offering valuable insights for marketers seeking to leverage color as a strategic tool to influence buying decisions and foster brand loyalty.