A computerized color selection system which selects colors based on a user's designation of color impact objectives which specify how colors affect those who view the colors rather than specifying the colors themselves. A user selects a combination of color impact objectives from among plural such color impact objectives, such as audience, occasion, style and tone. In correspondence to each color impact objective, a relevance relation is defined. The relevance relation specifies, for its corresponding color impact objective, relevance values which indicate the degree to which different colors meet the color impact objective. Relevance relations associated with the user's selection of color impact objectives are selected, and the selected relevance relations are inspected to identify the maximum relevance value from all the selected relevance relations. The color which corresponds to the maximum relevance value is then selected as the color which best fits the user's selection of color impact objectives.