Advertising plays a huge role in the society that is present today. Advertising has evolved as society and technology have evolved, catering to what pleases the product’s audience best. In just one lifetime the strategies used within the advertising industry have changed tremendously, one of the biggest changes seen within the past century was the introduction of color into print advertisements. The importance of using color in print advertisements as well as what colors are most effective is explored in this study. This study specifically looks at how large of a role an individuals age, gender, socio-economic status, and geographic affiliation plays in color preferences. A survey was taken by 254 participants from different backgrounds both geographically and socio-economically. The data collected from the survey was then analyzed both quantitatively and qualitatively. An analysis of variance was conducted on the quantitative data, as well as t-tests. Coding and categorizing was used to analyze the qualitative data. The aim of this study was to provide practical information about what colors are most effective in advertisements today.