The objective of this work was to study the effects of color on the perception of both sweetness and fruit flavor of different fruit (peach, orange, kiwifruit and berries) beverages. Four samples of each fruit beverage were prepared by adding different colorants but maintaining the same composition. Color was measured using a Hunter Lab colorimeter. Samples of each of the different fruits were ranked for color, sweetness and typical fruit flavor by a group of assessors. Color was found to influence sweetness only in orange drinks but it affected intensity of typical flavor in all fruit drinks.