Rutile TiO2 pigments codoped with chromophore ion Cr3+ and various charge-balancing ions (i.e., counterions species of Sb, Nb, W and Mo) were prepared by a solid-phase reaction method. The effects of the counterions and calcination temperatures on the phase structure, color-rendering and spectroscopic properties, microstructure, and stability of the synthesized pigments were investigated in detail. The results showed that the introduction of 5–10% counterions improved the solubility of Cr3+ in the TiO2 lattice to form the single-phase rutile pigments calcined at 1100 °C for 2 h. The 10% Cr-doped pigment showed a dark brown color. Depending on the content and type of counterions, the color of the codoped pigments was tailored from yellow to reddish or yellowish-orange to black with different brightness and hue. The influence mechanism of counterions was ascribed to the lattice distortion and variation in the charge balance condition. It was found that the addition of Sb, Nb, or Mo resulted in a remarkable improvement in the NIR reflectance of pigments. The grain growth was inhibited with the codoping of Cr/Sb and Cr/Nb to achieve the nano-sized pigments. In addition, the prepared pigments exhibited good acid and alkali corrosion resistance as well as excellent stability and coloring performance in transparent ceramic glazes.