Abstract The purpose of this paper is to consider ways of verbalizing the category of color in the English language picture of the world. The authors carried out an empirical study on the material of the publicistic texts of the modern English language. The characteristics of the modern publicistic texts were given from the position of including the color vocabulary, which allowed the authors to show the influencing force of the texts containing color lexemes on the consciousness of the subject of communication and the ethnos as a whole. The authors prove that the names of colors in each language form a complex system, which differs both in the features of color selection and in the ways of its designation. It is indicated that in addition to the direct color designation color naming connotations are found in the semantics. They express man’s emotional and expressive attitude to the world. The authors managed to update the issue of color lexemes, identifying their pragmatic impact factor, and define the role of the color lexemes study from the point of impact factor view on the communicant.