We compared and analyzed the colorimetric quantities and subjective judgment of the skin color of 100 Korean college students focusing on their faces. The result shows a positive correlation between the lightness of the skin (L of CIELab) and the subjectively brightness assessed using a 7-Likert scale. However, the effect size is only medium. Also, the participants showed a tendency toward brighter skin tone and negative attitude to yellow nuances. Interestingly, the relationship between this tendency is not much explainable by the colorimetric quantities. In other words, people desire for the skin color not based on how they look but based on how they perceive themselves. Truly, the difference between the ideal and the present matters for self confidence that finally expects consumer satisfaction with their own skin color. In addition, the color differences among facial parts and hand were statistically significant, indicating errors may occur in the process of acquiring color testing uning one's hand skin. Based on the findings, implications for practical application are suggested.