We proposed an empirical model to reproduce object gloss. This model was obtained by analyzing on observer rating experiment and surface reflectance characteristics of the object based on Phong's light reflection model. We showed that our model significantly reproduced gloss using display devices with different dynamic ranges. In modeling gloss, we introduced a method to estimate the relative radiance of the display by rating the gray chart experiment without any measurement devices. We also proposed a prototype that could be used as an online shopping system.