Buying the necessaries in the not too distant past was not as appealing as it is today. Families bought their necessaries from disorderly dark shops which provided almost everything but the kitchen sink in a small space. But nowadays consumers find themselves in colorful rows of glittering goods in places in which the combination of psychological, sociological and marketing factors has changed them to a pleasant environment. The result of this collaboration is the shopping carts getting full and empty more than the needs of the households. The diversity of goods, in spite of the upsides, makes the shopping decision a terrible dilemma. For most consumers, choosing the needed goods and materials requires full attention and the way a product is chosen is limited to the color, packing and appearance in general except in cases which the consumer may have used the item before or been familiar with it. It is necessary to consider some basics in deciding the color and packing of new products, regarding the fact that the message conveyed by the color of the product is highly significant. Some fundamental research is crucial on the way to this goal. The aim of this research is the study of psychological impact of colors on the process of consumer shopping behavior. This research aims at practical ends and benefits from a descriptive-survey method. In order to collect information, library method has been used. A researcher-made questionnaire has been utilized to study psychological impact of colors on the process of consumer shopping behavior. The statistical population was a number of customers of Refah chain store in Isfahan city. Simple random sampling was used in order to determine the amount of the sample. Based on this, 80 questionnaire sheets were divided among the customers. In order to analyze the data the statistical software program SPSS and the Pearson correlation test were used. All the Hypotheses have been accepted accordingly. Key Words: Shopping Behavior, Psychology of Colors, Shopping Decision.