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Abstract: The individual preferences of 100 consumers between 20 and 30 years old for the color of 16 milk–fruit juice beverages (MFJB) were investigated by preference mapping technique. Consumers were asked to evaluate, just by looking at the samples, how much they liked them (from “Extremely dislike” to “Extremely like”). The color of the samples was analyzed by two different instrumental techniques. Results obtained from the instrumental color measurement showed the wide diversity in hues of the beverages available in the market, and correlations between techniques proved that both of them were appropriate to analyze color. Results showed that participants preferred samples with orangish appearance instead of those with a whiter look. Anyway, punctuations given by the consumers suggest that generally, color of these products is not highly evaluated by consumers, as the best mean punctuation was 6.6. [ABSTRACT FROM AUTHOR]