The purpose of this study is to suggest the use of visual merchandising to revitalize the tourism traditional market. Specifically, this study aimed to analyze the difference of various effects according to the color scheme of fruits. As a result of the analysis, all three hypotheses were supported. As a result of hypothesis 1, the complementary contrast was significantly higher in visibility than the analogous colors variation and brightness contrast. In hypothesis 2, the average value of taste evaluation showed a significant difference in order of complementary color, analogous colors variation, brightness contrast. Lastly, in hypothesis 3, the results showed that there was a significant difference in the average value of quality in the order of complementary color contrast, brightness contrast, analogous colors variation. This study is meaningful in that it suggests the application of VM to the traditional market. Also, various marketing implications using the research results were presented.