The field of visual search has gained significant attention recently, particularly in the context of web search engines and e-commerce product search platforms. However, the abundance of web images presents a challenge for modern image retrieval systems, as they need to find both relevant and diverse images that maximize users’ satisfaction. In response to this challenge, we propose a non-dominated visual diversity re-ranking (NDVDR) method based on the concept of Pareto optimality. To begin with, we employ a fast binary hashing method as a coarse-grained retrieval procedure. This allows us to efficiently obtain a subset of candidate images for subsequent re-ranking. Fed with this initial retrieved image results, the NDVDR performs a fine-grained re-ranking procedure for boosting both relevance and visual diversity among the top-ranked images. Recognizing the inherent conflict nature between the objectives of relevance and diversity, the re-ranking procedure is simulated as the analytical stage of a multi-criteria decision-making process, seeking the optimal tradeoff between the two conflicting objectives within the initial retrieved images. In particular, a non-dominated sorting mechanism is devised that produces Pareto non-dominated hierarchies among images based on the Pareto dominance relation. Additionally, two novel measures are introduced for the effective characterization of the relevance and diversity scores among different images. We conduct experiments on three popular real-world image datasets and compare our re-ranking method with several state-of-the-art image search re-ranking methods. The experimental results validate that our re-ranking approach guarantees retrieval accuracy while simultaneously boosting diversity among the top-ranked images.