Bi1-x,LaxVO4 pigments were synthesized as new environment-friendly inorganic materials, and their color properties were characterized. The Bi1-x,LaxVO4 pigments show brilliant yellow colors, and the most effective yellow hue was obtained for Bi0.90La0.10VO4. Since BiVO4 has been known as an environment-friendly inorganic yellow pigment and La is also a nontoxic element, the Bi0.90La0.10VO4 pigment should provide effective alternatives to conventional toxic yellow pigments.