This study aims to reveal the role of colors and personal characteristics in the effect process of warning message on liquor packaging. The results are as follows. First, perceived fear is higher in red and black color than in green one. Second, perceived threat of illness is marginally higher in red than in green. Third, perceived fear and negative emotions have positive effects on perceived threat of illness and intention to responsible drinking. Fourth, as to the modulation effects of stress coping propensity, perceived fear has significant effects on perceived threat of illness and intention to responsible drinking in groups of positive coping propensity. Fifth, as to the modulation effects of anger expression propensity, perceived fear has significant effects on both perceived threat of illness and intention to responsible drinking in groups of low anger expression propensity, while perceived fear has positive effect on intention to responsible drinking in groups of high anger expression propensity. Based on the results, some strategic implications are suggested for campaigns and message strategies to improve alcoholism and drinking behaviors.