In recent years, the movie industry has become more diversified, with DVD rentals and Internet streaming becoming popular means of watching movies and target audiences expanding to include women and the youth. Consequently , obtaining viewers’ impressions is crucial to increase DVD sales. An assessment framework sets and makes clear the relationship among the color of the DVD cover, viewers’ impressions. This study focuses on viewers’ impressions of a film and its DVD cover to analyze the relationship between their reactions and the color of the DVD cover, thereby revealing a notable relationship between the two. The results of this research can be used in movie production.