Introduction Facial diagnosis is a major component of the diagnostic method in traditional East Asian medicine. We investigated the association of quantitative facial color features with cold pattern using a fully automated facial color parameterization system. Methods The facial color parameters of 64 participants were obtained from digital photographs using an automatic color correction and color parameter calculation system. Cold pattern severity was evaluated using a questionnaire. Results The a⁎ values of the whole face, lower cheek, and chin were negatively associated with cold pattern score (CPS) (whole face: B = −1.048, P = 0.021; lower cheek: B = −0.494, P = 0.007; chin: B = −0.640, P = 0.031), while b⁎ value of the lower cheek was positively associated with CPS (B = 0.234, P = 0.019). The a⁎ values of the whole face were significantly correlated with specific cold pattern symptoms including cold abdomen (partial ρ = −0.354, P < 0.01) and cold sensation in the body (partial ρ = −0.255, P < 0.05). Conclusions a ⁎ values of the whole face were negatively associated with CPS, indicating that individuals with increased levels of cold pattern had paler faces. These findings suggest that objective facial diagnosis has utility for pattern identification.