In Océ's Direct Imaging (DI) technology 7 mono-component color toners are used for full color printing, as described at previous NIP conferences [1,2,3,4]. In this paper, a simulation model of the DI print process is presented which was developed to determine the relation between print parameters and the image quality for any given arbitrary full-color digital input file. The model consists of four modules which describe development, transfer, fusing and optical characteristics of toner dots on paper. Because a purely theoretical approach would take too much calculation time, the model is semi-empirical using input parameters such as toner particle size distribution, magnetic fields and halftoning algorithms. It will be shown that the model can predict the visual appearance and image quality attributes of prints in good agreement with experimental results. Evaluation of image quality takes place by visualising enlarged sections of simulated prints on either a calibrated monitor or on paper after printing with a calibrated printer.