A method for evaluating a gloss and brightness character of a coated paint film. The idea of the gloss and brightness character is classified into three feelings, i.e., a smooth feeling, a thickness feeling and a gloss feeling. Three frequency regions for the respective three feelings are selected to be in well correlation to organoleptic values which are for the respective three feelings. In the evaluating method, the degree of a surface roughness of the coated paint film is converted into frequency components. Then the frequency regions are abstracted from the frequency components. The frequency regions are numerically estimated. Finally, the gloss and brightness character of the coated paint film is evaluated in accordance with the numerically estimated frequency regions.