Introduction: Evidence has indicated that the visual preference for color in children with atypical development may be different, when compared with child without developmental changes. Although this data represents an important mediator on the developmental trajectory, no study has characterized this profile in newborns (NB). Objective: To characterize visual preference for color in full-term NB in the first hours of life. Method: This is a cross-sectional study with 46 NBs. Six cards were presented to evaluate the visual chromatic preference, being half white and half in chromatic color. To compare the prevalence of color choice, the chi-square test was applied and the significance level of 5% was considered. Results: It was found that 75% of the NBs preferred the color blue (p=0.001) and although the visual frequency between green and white color was higher for chromatic color, no preference was detected (p=0.23). The only cards that had visual frequency higher for white color were yellow and orange, but no preference between them (p=0.05 and p=0.37, respectively). Conclusion: The chromatic preference for blue in NBs in the first hours of life was observed. Considering that visual problems and visual gains during neonatal period will interfere with development into adult life, it is suggested that an assessment of visual color preference can be incorporated into the routine of the Neonatal occupational therapist even the NB has few hours of life.