AbstractThis review probes into the psychological dimensions of color in digital marketing and how itmanipulation can generate a careful expression of emotions, perceptions, and behaviors inconsumers. Studies have shown that greens and blues calms, while reds and golds speak of luxury.Strategic use of color is an extremely useful tool in developing marketing strategies that are specificto the given markets. Using vibrant colors attracts children, while using vibrant colors inspires trustin different connotations. Colors reveal pre-launch campaigns through influence on emotion,reinforcement of brand identity, and driving consumers' consumption decisions.Recent innovations include the application of color psychology in gamification and immersivemarketing. Bright colors boost user experience in virtual reality, and culturally relevant palettesaccomplish a connection with consumers across the regions. Important themes include the use ofemotional stimuli, sensitivity towards regional concerns, and proper alignment with brand identityin order to achieve uniformity in terms of connections with consumers. This manipulation of color,therefore, raises ethical issues, making the practice a very sensitive matter in adopting a responsiblemanner. The present review enhances a holistic understanding of the use and implications of colorsin digital marketing strategies, thereby adding value to the creation of culture-sensitive, ethicallyresponsive, and visually effective marketing campaigns