Pyrochlore oxides show a large variety of physical and chemical properties depending on the ordering/disordering of the cations and oxygen vacancies. Taking account of these structural features and the luminescent properties of lanthanides, a new family of colored materials is investigated. This paper studies the structural evolution of the erbium titanate system with temperature to establish its influence on the color properties. The success on the development of color is completely related to the sol-gel preparation method, underlining its higher reactivity compared to classical solid-state synthesis. After firing at 700 degrees C, the sol-gel material develops an intense pink coloration whose intensity significantly diminishes at 800 degrees C. X-ray diffraction and Rietveld refinements indicated the presence of nanocrystals with a fluorite-like structure at 700 degrees C, responsible for the intense coloration, which suffers a gradual atomic rearrangement toward an "ideal" pyrochlore phase. These results were corroborated by infrared and Raman measurements. UV-vis spectroscopy showed the influence of the Er(3+)-O bond covalence on the spectral properties. This study opens new perspectives to the development of more ecological colored sol-gel materials based on rare earth elements. Furthermore, the combination of the optical aspects with the classical pyrochlore properties (magnetization, heat capacity, conductivity, etc.) would provide new multifunctional materials for advanced applications.