The heritabilities of, and genetic correlations among, variables that describe internal and external color in fresh strawberry (Fragaria × anarrassa) fruit were estimated using factorial analyses of seedlings from 20 controlled crosses. Hunter L and a values, and a subjective score generated by comparison with color plates were obtained for seedling genotypes and their parents at two locations. Genetic effects were responsible for 33% to 61% of the phenotypic variance for color traits, after correction for location effects. Means for objective color variables differed significantly between locations, but means for subjective color scores did not. Genetic × location interaction variances were usually nonsignificant, and were < 12% of the phenotypic variance for all variables. Phenotypic and genetic correlations between objective and subjective color scores were significant and large (absolute values of r = 0.42-0.69; rg = 0.84-1.00). Multiple regression of subjective scores on L and a explained 69% and 59% of the phenotypic variation for external and internal color, respectively. Genetic correlations between measures of internal and external color were small and mostly nonsignificant, suggesting that separate sets of genes condition these traits.