We make numerous purchasing decisions every day, some of which are conscious and some of which are based on our mood at the time. Why do we choose a certain product? And why do we choose one product today and another tomorrow? These are the questions I seek to explore through the study of consumer behaviour, which is indispensable for informed marketing decisions, since without an accurate understanding of customers it is impossible to create a product that meets their needs. The aim of my thesis is to assess brand owners' awareness as to the colour choices in their brand identity. To this end, I carry out a comparative analysis between brands in the same field and interview designers from three Hungarian brands.