The paper draws attention to the correlations between the results of instrumental colour measurements and the content of some biologically active organic substances (carotenoids, chlorophyll, anthocyanins, curcuminoids, etc.) in natural products and products of natural origin. After supplementation by regression analysis and calibration, sufficiently close correlations can lead to the development of procedures for rapid determination of the content of these substances and their groups by colour measurement without more demanding sample treatment.