Ti-doped CuCr2O4 is an excellent black cool pigment for preventing surface overheating. Ti was introduced into the precursor in the form of tetrabutyl titanate(C16H36O4Ti) and calcined to obtain a CuCr2-xTixO4 black pigment. XRD, XPS, and EDS results showed that a portion of Ti entered the lattice of CuCr2O4, while the remaining Ti existed in the form of TiO2. The absence of TiO2 reduced the absorption of visible light. As the x value increased, the absorption of visible light by CuCr2-xTixO4 decreased and L* increased. CuCr1.1Ti0.9O4 has a maximum reflectance of 23.0% for NIR solar reflectance, and the mechanism could be determined by the following three reasons: 1) Small particles help to reflect NIR; 2) TiO2 improves the NIR reflectivity of the black pigment; and 3) According to the Drude free-electron theory, the substitution of Ti4+ for Cr3+ increases the concentration of free carriers in CuCr2O4, which increases the NIR reflectance. Application studies indicated that the CuCr1.1Ti0.9O4 coating on an alumina plate was approximately 3 °C lower than the CuCr2O4 coating after 40 minutes of irritation by an IR lamp. Therefore, CuCr1.1Ti0.9O4 pigments exhibited potential applications in insulating materials.