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Color Theory plays a vital role in Commercial Illustration. It is used in various ways to stimulate emotion and thought. Color, when used as a creative device, can intensify or subdue the overall tone of a work of art and facilitate the communication of ideas. The purpose of my research was to develop a better understanding of how color is processed in the human eye and transmitted into the brain in order to produce a physiological and psychological response in the hypothalamus gland; which is directly linked to human behavior.