It is desirable to communicate colour with intuitive terms which are understood not only by experts. Studies have showed that chroma, saturation and colourfulness are more difficult to understand for "ordinary people" than other colour terms. Vividness has recently it been proposed as a formal colour scale, and it is believed to be more intuitive than other colour science terms. In this work we investigate how people interpret vividness of colour samples and test current models by collecting visual data in a psychophysical experiment. 31 people were asked to judge the vividness of 53 NCS patches and 53 colour matches on display on a scale from 0 to 100. The majority of the variations in the vividness data is predicted by chroma, while the results indicate that lightness does not contribute in prediction of the observers' interpretation of vividness. Current models did not outperform chroma as a single predictor for the vividness data obtained in this experiment.