With the continuous progress of urbanization, China's urban color planning has begun to receive attention, but there are still many problems in the quality of color environment. In order to clarify further the urban color positioning of our country, the detailed urban color planning objectives are set up, and the opinions of residents with different attributes are included in the consideration scope of urban color planning objectives, so as to guide the future urban color planning scientifically. From the perspective of urban residents' preference, this article takes Shanghai as an example to analyze the difference of residents' preference for urban color selection with different attributes. In this article, the logistic regression model was used to analyze the results of residents' choice, so as to conclude that the significant factors influencing residents' preference for city color image include age, monthly income, current city of residence, frequency of coming to Shanghai and whether they have been to other countries. Therefore, paying attention to the above significant attributes of residents and carrying out in-depth research can provide reference value for the status of the city's future color image.