Materials with a complex visual appearance, like goniochromatic or non-diffuse, are widely used for the packaging industry. Measuring optical properties of such materials requires a bidirectional approach, and therefore, it is difficult and time consuming to characterize such a material. We investigate the suitability of using an image-based measurement setup to measure materials with a complex visual appearance and model them using two well-established reflection models, Cook–Torrance and isotropic Ward. It was learned that the complex materials typically used in the print and packaging industry, similar to the ones used in this paper, can be measured bidirectionally using our measurement setup, but with a noticeable error. Furthermore, the performance of the reflection models used in this paper shows big errors colorimetrically, especially for the goniochromatic material measured.