In hot areas,the use of colorful environment-friendly near-infrared(NIR)reflective pigments as the exterior paint of buildings and vehicles can reduce the energy consumption of air-conditioning required for refrigeration.It can not only meet the visual needs of people,but also effectively alleviate the urban island effect.Ion doping is an important means of blending pigments.A series of(Gd0.5Mo)x(BiV)1-xO4(x=0,0.1,0.2,0.3,0.4,0.5)pigments was synthesized via co-doping with Gd3+ and Mo6+ by solid-state calcination.The phase structure,color performance and morphology of developed powders were investigated by colorimetric spectrophotometer,X-ray diffraction(XRD),scanning electron microscopy(SEM),ultraviolet-visible-near infrared diffuse reflectance spectroscopy.The results showed that the synthesized pigment samples had a monoclinic scheelite structure with good crystallinity,and Gd3+ and Mo6+ were substitute for Bi3+ and V5+successfully.With the increase of the doping amount,the color changes from dark yellow to bright yellow.Moreover,the synthesized pigments exhibited high NIR solar reflectance at a maximum of 82.5%in the range of 700-2500 nm.The synthesized pigment samples had good thermal stability.The yellow(Gd0.5Mo)x(BiV)1-xO4 pigments can be used as a candidate material for heat-reflecting and heat-insulating.