Visual color matching to determine shade in dentistry is inconsistent, unreliable and subjective. Objective: to compare the ability of different groups of dental personnel, namely prosthodontic specialists (PS), general practitioners (GP), sixth year dental students (6DS), fourth year dental students (4DS), dental assistants (DA), and patients in shade guide matching. Methods: The study was performed by 5 groups of dental personnel (PS, GP, 6DS, 4DS, DA) and a group of patients, each group consisted of 30 persons. Two sets of three commercial shade guides (Major Dent, Cosmo, Vitapan 3D master) were used - one as a test set and the second as a reference set. Ten representative shade guide tabs were used in this study. The observers used the test shade guide tabs to match the referenced representative shade guide tabs. Correct color matchings by each observer in each group were recorded and scored. Descriptive statistics, Kruskal-Wallis test and Dunn test were performed on the collected data. Results: The prosthodontic specialists formed the group making the highest number of correct color matching among the groups. The results were statistically significant (p<0.05). No statistically significant correct color matching for general practitioners, sixth year dental students, fourth year dental students at p>0.05 level. Dental assistants performed significantly better than the patients, the results being statistically significant (p<0.05). Conclusion: Prosthodontic specialists have more accurate shade matching because of their experience and their knowledge of the basic principles of color.