Against the background of consumption upgrading and the normalization of visual communication, print advertising serves as a core medium connecting brands and audiences in consumption scenarios. Color design directly influences advertising communication effects and consumers' purchasing decisions. Taking the core relationship between consumption scenarios and print advertising color as the starting point, this paper systematically analyzes the characteristics and classification of consumption scenarios as well as the functional value of print advertising color. It focuses on exploring four major strategies of print advertising in consumption scenarios: color matching, color contrast, emotional expression and scenario adaptation, and dissects three perception dimensions of audiences toward advertising color: visual perception, emotional perception and behavioral perception. Furthermore, targeted optimization suggestions are put forward to provide theoretical support and practical reference for print advertising color design to fit consumption scenarios and meet audience needs, so as to help improve advertising communication efficiency and brand competitiveness.