Purpose. Develop a simplified method for estimating the color of flour and pasta using Adobe Photo Shop® software. Methods. The research material was grain of varieties and selection lines of wheat species Triticum durum, T. dicoccum, T. timopheevii bred in the Рlant Production Institute nd. a. V. Ya. Yuryev and samples of the National Center for Genetic Resources of Plants of Ukraine, 2018–2020 harvest. Batch of flour and pieces of dough were scanned using EPSON Scanner 010 F. Color was evaluated using Adobe PhotoShop®. The level of carotenoids was determined by spectrophotometric method. Results. Visual assessments of flour and pasta color, presented by different researchers, differ significantly (up to 2–3 points on a 9-point scale). At the same time, the use of the developed method of express color evaluation of flour and pasta samples in Adobe PhotoShop® with the color evaluation system L*a*b*, used in modern reflectometers, allows to obtain data in numerical value and provides high accuracy. In the case of the developed me­thod, correlations were established between the content of carotenoids and the index b* of flour (r = 0.41 / ≤ 0.05) and pasta (r = 0.60 / p ≤ 0.001) and allowed to select the best in flour color selection lines 10-56, 10-65, 14-153, sample T. durum var. falcatomelanopus, in pasta color – lines 10-56, 10-65, 11-29, 12-3. Conclusions. The developed method provides high accuracy and can be used to evaluate the color of pasta and wheat flour, simplifies the evaluation of test samples, standardizes the parameters of agricultural products and avoids subjective judgment. The established weak correlation between the carotenoid content and the b* value of flour indicates the effect on the color of flour not only orange but also yellow and red pigments, and the ave­rage correlation between the carotenoid content and the b* value of pasta indicates the influence of the products of polyphenols oxidation reactions of wheat grain. The best in color flour and pasta lines were selected for breeding work to increase the content of carotenoid pigments in grain.