Y-doped Bi2MoO6 was synthesized by the conventional ceramic method in order to assess its potential as ceramic pigment. The optimized colorants were characterized for their structural as well as optical properties. The Bi(2-x)YxMoO6 materials absorb the visible and the ultraviolet light under 500 nm efficiently, which is originated in the transition from the valence band consisting of the O 2p orbitals to the conduction band derived from the primary Mo 4d orbitals in MoO6 octahedra and the secondary Bi 6p orbitals. The absorption edge of the pigments is red shifted by yttrium doping, and as a result, the pigments display colors from pale yellow to yellow. The effective yellow hue was observed for BiYMoO6, which imparted good coloration to plastics. The synthesized pigments were found to be interesting alternatives to existing toxic yellow pigments.