Beans can be found in different grain colours, and for this reason, it is important to understand the technological and nutritional quality of the diverse types of beans that are consumed. The objectives of this work were to identify the traits that determine Brazilian consumer choice of different bean colours and to evaluate whether different bean colours present differences in technological and nutritional traits. For this purpose, beans of different colours (white, cranberry, matte red kidney, shiny red kidney, and black) were obtained from supermarkets. The samples were evaluated for consumer preference and the technological and nutritional traits of the beans. In southern Brazil, the majority of the survey participants (58%) preferred black beans, and their choice was based on consumption habit (66%) and grain colour (30%). Different bean colours presented differences for all traits related to technological and nutritional quality, except for potassium concentration. Consumption habit and grain colour defined consumer choice for black beans. Black beans were preferred by 58% of the participants, and this type of bean has high concentrations of calcium, magnesium, iron, zinc and copper.