Colorful radiative coolers (CRCs) can be widely applied for energy sustainability especially and meet aesthetic purposes simultaneously. Here, we propose a high-efficiency CRC based on thin film stacks and engineered diffuse reflection unit, which brings out 7.1 °C temperature difference compared with ambient under ~ 700 W·m−2 solar irradiation. Different from analogous schemes, the proposed CRCs produce vivid colors by diffuse reflection and rest of the incident light is specular-reflected without being absorbed. Adopting the structure of TiO2/SiO2 multilayer stack, the nanophotonic radiative cooler shows extra low absorption across the solar radiation waveband. Significant radiative cooling performance can be achieved with the emissivity reaching 95.6% in the atmosphere transparent window (8–13 μm). Moreover, such CRC can be fabricated on flexible substrates, facilitating various applications such as the thermal management of cars or wearables. In conclusion, this work demonstrates a new approach for color display with negligible solar radiation absorption and paves the way for prominent radiative cooling.