Color standards from the Natural Color System (NCS) were selected by a sensory panel to match color of raw flesh of astaxanthin-fed Atlantic salmon (Salmo salar L.). The NCS notations, blackness, chromaticity and hue, of the most frequently selected standards are given. A linear relationship between average NCS hue and NCS chromaticity values of each salmon was obtained, the hue being more reddish at high color intensities. NCS chromaticity and hue were both significantly correlated with carotenoid concentration and with instrumentally obtained CIE (1976) a*, b* and hue values. Procedures for the selection of NCS standards and for the practical use of a color card in the evaluation of salmon color, were developed.