This study explores the correlation between perceptual based image gloss and color attribute and proposes a model of predicting the preference of business graphic images. The gloss perception is affected by various factors such as luminance, color, substrate, and micro gloss. For quantifying gloss, physical gloss measurement and visual gloss model has been developed with an acceptable correlation between objective measurement and subjective assessment. However, how the gloss perception correlates with color on customer-like image under a typical office viewing condition has been a remaining question. To answer this question, this study focuses on the effect of both image gloss perception and highly chromatic colors on the overall image preference. Vividness is a term representing chromaticness of colors. The color attribute of business graphic images is explained as vividness attribute by preferred-vividness and vividness metrics. Three psychophysical experiments are conducted in total: gloss perception on print samples on plain paper, preferred image gloss from various test images, overall image preference based on vividness and gloss level of the whole print. Consequently, business graphic image preference is modeled by CIELAB Chroma and lightness, and mean gloss.