IAR Journal of Tourism and Business Management ISSN Print : 2789-6013 | ISSN Online : 2789-6021 Frequency : BI-Monthly Language : English Origin : Kenya Website : https://www.iarconsortium.org/journal/iarjtbm/details/ 5 Colors In Cafes and Their Impact on Consumer Behavior Abstract: This research aims to study the colors effect as an environmental variable for cafes in stimulating the behavior and mood of customers, with the basis on behavior as a mediator. The emotional component as a mediator between the two variables, and the effect of colors on the behavior and mood of the customer, especially in the formation of impressions, as well as the indirect effect on his mood, was demonstrated. Keywords: colors, behavior, consumer, service> INTRODUCTION Colors are a very basic and important thing in our daily life. Colors give our lives joy, happiness, and beautiful life; we see color in all aspects of our lives. These colors include the colors of clothes, walls, fabrics, bags, shoes as well as cosmetics, and colors are an important and influential thing. There are two types of colors: primary and secondary colors, which we will discuss in detail in this research. Study Problem Color is the first factor that attracts the attention of consumers. The exposure of the tourist to an external stimulus generates a response that may be cognitive, emotional, or behavioral; In this study, the colors took the role of an external stimulus; Often the visual aspect, especially color vision, contributes to the formation of the three levels of response. Based on the previous data, the problem of this study is represented as follows:  How does the color in cafes affect the behavior of the tourist consumer? From this question arise the following set of questions  How does color affect the excitement of the cognitive component?  How does color affect the management of the emotional component?  Is there an indirect effect of colors on the mood of the customer? Study Importance: This study focuses on highlighting the importance of studying the behavior of the tourist for the market of tourism services, and how it constitutes a basic guarantee in the segmentation of the tourism market in a way that ensures the success of the process of selecting the most appropriate strategy for segmenting the tourism market, which ensures the development of customer flows, and we have presented some parts of the study of tourist behavior and conclusion Some characteristics that characterize the behavior of the tourist and make some suggestions based on the results obtained. STUDY OBJECTIVES The purpose of this topic is to study the effect of sensory variables such as colors on consumers' purchase intention, either directly or indirectly through the mediation of feeling. This study aimed to identify the impact of the trends and desires of customers who frequent cafes by using colors because the effect of colors has become a distinguishing factor in competitive markets as it is the first factor recognized by individuals. The first aspect: the emotional dimensions of customers. This article aims to study the effect of color as an independent variable on attracting tourists to the advertised tourist site. This study relied on the following hypotheses: 1. Consumer behavior is affected by color. 2. Non-material formal influences have an important role in influencing the consumption decision. 3. The marketing activity carried out by marketers has a significant impact on the purchasing decision. Research Article Article History Received: 10.10.2022 Revision: 25.10.2022 Accepted: 30.10.2022 Published: 10.11.2022 Author Details Ahmed Talib Mahdi Al-Ahmar Authors Affiliations Ministry of Higher Education and Scientific Research, Mission and Cultural Relations Service, Iraq Corresponding Author* AHMED TALIB MAHDI AL-AHMAR How to Cite the Article: Ahmed Talib Mahdi Al-Ahmar. (2022). Colors In Cafes and Their Impact on Consumer Behavior. IAR Jr. Trsm Bus. Mgn.2(6), 5-12. Copyright @ 2022: This is an open-access article distributed under the terms of the Creative Commons Attribution license which permits unrestricted use, distribution, and reproduction in any medium for non commercial use (NonCommercial, or CC-BY-NC) provided the original author and source are credited.