Overall objective of the study was assessment for freshness parameters of gilthead seabream (Sparus aurata). The freshness was determined by two conventional method (i.e. Minolta color measurement method) was compared with a novel machine vision technology (i.e image color analysis method). The quality characteristics related to the freshness of the fresh fish are traditionally based on the color measurements of the whole fish by using Minolta color measurement method. This study aimed to compare the use of the image analysis method to see whether the freshness of seafood can be measured more accurately. Our analysis proved more exact and reliable results in the freshness evaluation of the Sparus aurata based on the color changes in the eyes, gill and skin of the fish. This study revealed that image analysis can be successfully used for the assessment of fish freshness by measuring the color parameters of images captured from skin, gill and eye of the fish during cold storage. It is easy and practical to use image color analysis method in the quality control evaluation of fish freshness measurement. This analysis method can be suitable for use in continuous process at the seafood processing factories (e.g. before packaging to sort out fresh vs old fish automatically).