Enjoying the sunset, watching a movie, choosing a product in a virtual store or see the product after opening the box are completely different experience but they are linked by a very basic element, the color. Color, as we see it, is the result of a physical and biological process (Zeki et al., 1999) Knowing that color can be influenced by aspects, such as brightness and saturation (Dael et al., 2016), knowing it is essential to use it in the most effective way. Isaac Newtow