The globalization of the marketplace, requires that products areinnovative, commercial, functional and highly striking, to wake up as well in the consumer, the sufficient attention and achieve that you give the time of the purchase, with prior identification of your need and the acceptance of the product. Characterize the consumer is complex and different aspects like color and emotions must be analyzed. In this work is established, the relationship between emotion, color and fashion object, identifying variables that motivate the consumer at the time of your purchase. So a survey was applied on a university population in Colombia and Additionally, through database belonging DEAP 4 universities in Europe (Queen Mary University of London, University of Twente, Netherlands, University of Geneva and at the EPFL in Switzerland), that related emotions and videos in a university population of Europe, made an analysis of the color in the background of these and showed the influence of the color using the graph of Genève. The results obtained showed, a strong influence of the color in the attitudeof consumption and the color on the emotions, although it was notpossible to conclude that emotions affect the time of purchase by the consumer.