This study was aimed at (1) finding out correlations between the instrumental and the sensory evaluation of color attributes (lightness, chroma and hue) in orange juices (OJs) and (2) evaluating consumer preferences on OJs color. Fresh hand squeezed OJs from five varieties of oranges were evaluated by image analysis (DigiEye System, VeriVide Ltd., Leicester, UK) and spectroradiometer. Eighteen trained panelists classified the OJs in increasing order of hue (yellowish–reddish), chroma (dull–vivid) and lightness (clear–dark) and scored the colorimetric parameters on a continuous scale of 10 cm, anchored at the ends. Hue and lightness were well correlated with the instrumental measurement but not chroma. One hundred eleven consumers were asked to order the five OJs according to their color liking. A significant preference (P < 0.05) was observed for the OJs with intermediate hue and lightness values (Valencia Midnight). Consumers' segmentation was also explored by cluster analyses.