Three methods of preparation of BiVO 4 were evaluated in order to select the most suitable to produce pigmentary grade material. Visible diffuse reflectance spectroscopy revealed that the pale appearance of the zircon structure phase of BiVO 4 , produced via hydrothermal synthesis, was due to more selective absorption of UV radiation. On the other hand, the co-precipitated and oxide mixed BiVO 4 , having a monoclinic scheelite structure, was characteristically yellow, but only the bright co-precipitated BiVO 4 was adequate for application as a pigment. X-Ray powder diffraction, differential thermogravimetry, Fourier-transform infrared spectroscopy and elemental analysis were employed to establish the source of such chromatic variation, while scanning electron microscopy established the source of the enhanced brightness for the BiVO 4 synthesized via the wet processes.