Abstract In the highly competitive market, varying product color to change its image is one of the best solutions to improve the product competitiveness. In this paper, the relationships among the product image, color area, and aesthetic measurement of the product are studied. The pixels of an area of color are used to obtain the proportionate relationship between different colored areas in a given solid visual angle. Based on the relationship among the Hue, Value, Chroma and colored area proposed by Munsell, the other factors are integrated to set up one formula for evaluating the aesthetic degree of color matching. The aesthetics measurement is considered to be influenced by the color environments, color areas, component colors and display angles of the product. The color planning for developing a cell phone was performed based on this model. The experimental results verified this model can be used for color planning in product design.