Frequently, members of groups have colors assigned to them for their concert goods and sometimes outfits. When Wonderful Hearts was founded in 2006, all units and members began to have standard colors. Starting in 2012, member colors became more prominent outside of concerts and have been featured in singles and albums.
The members of Morning Musume were assigned an official image color from their spring 2005 tour onwards. Since January 2010, their group color from Hello! Project concerts has been Red 
. The group's color for the one-time unit Hello! Project Mobekimasu was Red . The group's color for the one-time unit Hello Pro All Stars was Red . The group's color on the official website is Deep Pink 
.
| Color | Member | Former Owner |
 Red Italian Red
| Kaga Kaede (2016-Present) | Fujimoto Miki (2005-2007), Kusumi Koharu (2007-2009), Sayashi Riho (2011-2015) |
 Orange
| Haga Akane (2019-Present) | Kamei Eri (2005-2010), Kudo Haruka (2011-2017) |
 Light Orange
| Not in use | Haga Akane (2015-2019) |
 Gold / Golden Yellow
| Yokoyama Reina (2016-Present) | Takahashi Ai (2005-2006) |
 Honey / Daisy Yellow
| Okamura Homare (2019-Present) | Michishige Sayumi (2005-2006), Takahashi Ai (2006-2011), Iikubo Haruna (2012-2018) |
 Yellow-Green
| Ikuta Erina (2012-Present) | Niigaki Risa (2005-2012) |
 Green Bright Green
| Yamazaki Mei (2019-Present) | Suzuki Kanon (2011-2016) |
 Emerald Green
| Sato Masaki (2011-Present) | Linlin (2007-2010) |
 Light Blue Sea Blue
| Kitagawa Rio (2019-Present) | Tanaka Reina (2005-2013), Ogata Haruna (2015-2018) |
 Blue
| Ishida Ayumi (2011-Present) | Ogawa Makoto (2005-2006), Junjun (2007-2010) |
 Light Purple Lavender
| Oda Sakura (2012-Present) | Yaguchi Mari (2005), Mitsui Aika (2006-2012) |
 Purple
| Nonaka Miki (2015-Present) | Yoshizawa Hitomi (2005-2007), Ikuta Erina (2011-2012) |
| Deep Pink
| Fukumura Mizuki (2011-Present) | Ishikawa Rika (2005) |
 Pink
| Makino Maria (2019-Present) | Konno Asami (2005-2006), Michishige Sayumi (2006-2014) |
 Light Pink
| Not in use | Makino Maria (2015-2019) |
 Grey
| Not in use | Kusumi Koharu (2005-2007) |
 White
| Morito Chisaki (2017-Present) | |
 Chocolate
| Not in use | Iikubo Haruna (2011-2012) |
As of July 2015, their group color represented in concerts is Blue 
. The group's color for the one-time unit Hello! Project Mobekimasu was Grey . The group's color for the one-time unit Hello Pro All Stars was Blue . The group's color on the official website is Light Pink .
| Color | Member | Former Owner |
Red Pure Red
| Hashisako Rin (2019-Present) | Takeuchi Akari (2011-2014), Wada Ayaka (2014-2019) |
| Orange
| Not in use | Kosuga Fuyuka (2011), Katsuta Rina (2014-2019) |
| Light Orange
| Ise Layla (2018-Present) | |
| Yellow
| Sasaki Rikako (2014-Present) | Katsuta Rina (2011-2014) |
| Yellow-Green
| Funaki Musubu (2017-2020) | Ogawa Saki (2009-2011) |
| Green Bright Green
| Oota Haruka (2018-Present) | Tamura Meimi (2011-2014), Aikawa Maho (2014-2017) |
 Aqua Blue
| Kamikokuryo Moe (2016-Present) | |
| Light Blue
| Not in use | Nakanishi Kana (2011-2014), Murota Mizuki (2014-2020) |
| Blue
| Takeuchi Akari (2014-Present) | Wada Ayaka (2009-2014) |
| Light Purple
| Kawamura Ayano (2017-Present) | |
| Purple
| Not in use | Fukuda Kanon (2009-2014), Tamura Meimi (2014-2016) |
| Deep Pink
| Kasahara Momona (2016-Present) | Fukuda Kanon (2014-2015) |
| Pink
| Not in use | Maeda Yuuka (2009-2011) |
| Light Pink
| Not in use | Nakanishi Kana (2014-2019) |
On February 25, 2013, through a YouTube video, Tsunku assigned each member of Juice=Juice a fruit. However, in promotions and merchandise, they use the colors most similar to their fruit. As of December 2015, their group color represented in concerts is Purple 
. The group's color for the one-time unit Hello Pro All Stars was Bright Green . The group's color on the official website is Orange .
| Color | Member | Former Owner |
| Apple
| Kanazawa Tomoko (2013-Present) | |
| Orange
| Dambara Ruru (2017-Present) | Otsuka Aina (2013) |
| Lemon
| Takagi Sayuki (2013-Present) | |
| Melon
| Uemura Akari (2013-Present) | |
 Royal Blue
| Matsunaga Riai (2019-Present) | |
 Medium Blue
| Not in use | Yanagawa Nanami (2017-2019) |
| Grape
| Miyamoto Karin (2013-2020) | |
 Hot Pink
| Inaba Manaka (2018-Present) | |
| Peach
| Not in use | Miyazaki Yuka (2013-2019) |
| Light Pink
| Kudo Yume (2019-Present) | |
| White
| Inoue Rei (2020-Present) |
In June 2015, on Hello! Project Station, Kobushi Factory and Tsubaki Factory received their t-shirt with official colors on. As of July 2015, their group color represented in concerts is Pink 
. The group's color for the one-time unit Hello Pro All Stars was Pink . The group's color on the official website is Light Purple .
| Color | Member |
 Light Red
| Akiyama Mao (2016-Present) |
| Light Orange
| Ogata Risa (2015-Present) |
| Yellow
| Kishimoto Yumeno (2015-Present) |
| Light Green
| Yamagishi Riko (2015-Present) |
| Emerald Green
| Ono Mizuho (2016-Present) |
| Light Blue
| Niinuma Kisora (2015-Present) |
| Light Purple
| Tanimoto Ami (2015-Present) |
| Peach
| Onoda Saori (2016-Present) |
| Light Pink
| Asakura Kiki (2015-Present) |
As of December 2018, their group color represented in concerts is Green 
. The group's color on the official website is Purple .
| Color | Member |
| Italian Red
| Yamazaki Yuhane (2018-Present) |
| Orange
| Kiyono Momohime (2018-Present) |
| Daisy
| Eguchi Saya (2018-Present) |
| Green
| Kobayashi Honoka (2018-Present) |
 Mint Green
| Takase Kurumi (2018-Present) |
| Light Blue
| Ichioka Reina (2018-Present) |
| Sea Blue
| Maeda Kokoro (2018-Present) |
| Medium Blue
| Satoyoshi Utano (2018-Present) |
| Lavender
| Shimakura Rika (2018-Present) |
| Purple
| Hirai Miyo (2018-Present) |
| Hot Pink
| Nishida Shiori (2018-Present) |
| Pink
| Okamura Minami (2018-Present) |
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