The Mobile phone 3D animation automatic generation system implements the technology that automatically generates a 3D animation and sends the message with animation to the receiver according to the content of message. Color planning is an important segment of the system, consider of the topic of the message and the animation scene’s information, plan in color domain for the animation, and change the models’ color in the animation scene. In this paper, a Semantic Web technologies based approach is proposed. A knowledge base in the domain of color is built. In the process of the planning, firstly the color matching plans suitable for the topic of message after plot reasoning are built. Then, according to the information of animation scene, the plans are filtered. Finally, the color of each model in the scene is decided. Instead of the visual effects is invariable and tedious for automatic generated animation, color planning makes the animation more flexible and variable.