Multi-flux theory for multiple scattering calculations in pigmented/protective coating is described Performance evaluation of the theory is made by comparing theoretically computed reflectance M with experimentally measured ones for selected wavelengths for three different paint samples. Diffuse reflectance spectra for hypothetical particulate systems in visible spectral range are generated through computer calculations. Effect of variation in average pigment size and pigment size distribution on reflectance spectra is studied. Overall thrust of morphological characteristics of pigments on the color exhibited by paint dispersion is studied by calculating CIE color and color-difference parameters of particulate systems. Results show that a very complex relationship exists bern rm the morphological characteristics of pigments and color exhibited by the system. The outcome of the study is important for applications in paint, coating, and plastic industries.