It is important to study this topic as in the furniture and wood industry companies must constantly map customers’ demands and improve their production, quality of products or related internal processes accordingly to the demand. The diploma thesis is focused on mapping the interests in color shades of wood among potential customers. We have studied the current situation both in domestic and foreign conditions. The main aim of the thesis was to map the interests in color shades of wood among potential customers in the Slovak Republic by means of an empirical survey, which was carried out by a questionnaire. We made a graphical and descriptive evaluation in accordance with the results of the empirical survey. At the end of the diploma thesis, we focused on the evaluation of the results and further recommendations for companies present in the wood and furniture industry. After that we have defined the theoretical and practical findings and benefits of the diploma thesis. The results showed that for the customers the most important factor is the quality of manufactured products as well as the type of the wood. Another important factor influencing their decisions is the durability of the wood products. The most popular color shade was the brown shade of wood. We are convinced that our diploma thesis will have benefits for theory, science and practice.