A large number of 3D models are created and available on the Web, since more and more 3D modelling and digitizing tools are developed for ever increasing applications. The techniques for content-based 3D model retrieval then become necessary. In this paper, a visual similarity-based 3D model retrieval system is proposed. This approach measures the similarity among 3D models by visual similarity, and the main idea is that if two 3D models are similar, they also look similar from all viewing angles. Therefore, one hundred orthogonal projections of an object, excluding symmetry, are encoded both by Zernike moments and Fourier descriptors as features for later retrieval. The visual similarity-based approach is robust against similarity transformation, noise, model degeneracy etc., and provides 42%, 94% and 25% better performance (precision-recall evaluation diagram) than three other competing approaches: (1)the spherical harmonics approach developed by Funkhouser et al., (2)the MPEG-7 Shape 3D descriptors, and (3)the MPEG-7 Multiple View Descriptor. The proposed system is on the Web for practical trial use (http://3d.csie.ntu.edu.tw), and the database contains more than 10,000 publicly available 3D models collected from WWW pages. Furthermore, a user friendly interface is provided to retrieve 3D models by drawing 2D shapes. The retrieval is fast enough on a server with Pentium IV 2.4GHz CPU, and it takes about 2 seconds and 0.1 seconds for querying directly by a 3D model and by hand drawn 2D shapes, respectively.