A new theory of the culture of human interaction with society and with space is formulated, based on the natural-scientific concept of light and color as an electromagnetic wave process. Theoretical justifications and some practical recommendations on the use of color in advertising, creating a business image, personnel selection, in business etiquette, design of official and unofficial events (negotiations, presentations) are given. The presented information can be used in the study of color science, means of communication, psychology, cultural studies, ecology, concepts of modern natural science and in general to expand knowledge about the theory and practice of ancient and modern elements of human color culture.