A new sequence of novel yellow pigments Sr1-xCexMoO4 (x = 0, 0.1, 0.2, 0.3, 0.4, 0.5) was prepared by following low temperature hydrothermal method. The bandgap of the materials was decreased from 3.95 eV to 3.48 eV with an increase in the Ce3+ substitution. SrMoO4 rhomboids have turned into spherical balls as the Ce3+ substitution increased. Substitution of Ce3+ in Sr2+ lattice altered white SrMoO4 (b* = −2.46) into yellow (b* = 30.34). With 75% of solar reflectance, Sr0.6Ce0.4MoO4 could serve as a cool pigment and an excellent alternative for toxic pigments. © 2019 Elsevier B.V.