Mental color imagery abilities are commonly measured using paradigms that involve naming, judging, or comparing the colors of visual mental images of well-known objects (e.g., "Is a sunflower darker yellow than a lemon"?). Although this approach is widely used in patient studies, differences in the ability to perform such color comparisons might simply reflect participants' general knowledge of object colors rather than their ability to generate accurate visual mental images of the colors of the objects. The aim of the present study was to design a new color imagery paradigm. Participants were asked to visualize a color for 3 s and then to determine a visually presented color by pressing 1 of 6 keys. We reasoned that participants would react faster when the imagined and perceived colors were congruent than when they were incongruent. In Experiment 1, participants were slower in incongruent than congruent trials but only when they were instructed to visualize the colors. The results in Experiment 2 demonstrate that the congruency effect reported in Experiment 1 cannot be attributed to verbalization of the color that had to be visualized. Finally, in Experiment 3, the congruency effect evoked by mental imagery correlated with performance in a perceptual version of the task. We discuss these findings with respect to the mechanisms that underlie mental imagery and patients suffering from color imagery deficits.