The diffuse reflectance factor for different colored rose petals is measured as a function of wavelength using a high resolution optical spectrometer. The tristimulus values, the CIE chromaticity coordinates, the dominant wavelength and purity, the CIE whiteness index, the tint index, the CIE 1976 LAB coordinates, as well as CIELAB hue-angle and chroma are reported. The data on diffuse reflectance factor are presented in the 3902800 nm range at intervals of 10 nm. Using the data, one can generate the perceived color of the roses and the color coordinates in different illuminating light sources and environments. The present data will be useful for the color characterization of flowers, realistic rendering of flowers in computer graphics, color photography, and in the development of filters for color photography. (c) 2010 Wiley Periodicals, Inc. Col Res Appl, 36, 148-154, 2011; Published online 1 June 2010 in Wiley Online Library (wileyonlinelibrary.com). DOI 10.1002/col.20592