Purpose -The purpose of this paper is to characterise the electrokinetic properties of pigments supported on both unmodified and modified silica. The paper describes the preparation of hybrid pigments via adsorption of organic dyes on silica supports and determination of the zeta potential and electrophoretic mobility of the materials obtained. Design/methodology/approach -The materials studied were hybrid pigments obtained as a result of adsorption of two basic dyes: C.I. Basic Red 1 and C.I. Basic Orange 14 and one acidic dye C.I. Mordant Red 3 from solutions of concentrations of 500, 2,000 and 3,000 mg/dm 3 on the surface of both unmodified and modified silica supports. The agent used for modification of the silica surface was N-2-(aminoethyl)-3-aminopropyltrimethoxysilane. Findings -The modification of the silica surface with aminosilane was found to change, significantly, the electrokinetic character of the inorganic support. This change was interpreted as being due to the ionisation of ZNH 2 groups from the modifier molecule, which changes the surface charge. Electrokinetic curves of the pigment composites changed considerably as a function of the type and concentration of the organic dye adsorbed. Research limitations/implications -Only SiO 2 supports (unmodified and aminosilane-grafted) and C.I. Basic Red 1, C.I. Basic Orange 14 or C.I. Mordant Red 3 dyes adsorbed on its surface were evaluated. Other dyes could also be studied. Practical implications -Measurements of the zeta potential were used to characterise the stability of colloidal dispersions of paints or dyes and to control the stability of paints on storage and their performance on painting and drying. Originality/value -The paper demonstrates that the measurements of zeta potential permit determination of the optimum conditions for the use of a given pigment. The finding of the change of the zeta potential of a given pigment and so, also its application properties as a result of different functional groups in the dye or the modifying agent molecules.