By controlling the synthesis conditions, hematite particles with different geometric shapes and different optical and magnetic properties can be obtained. In this study, due to its high potential for the synthesis of a wide range of particles with different shapes and sizes, the hydrothermal method was used for the synthesis of hematite. Iron (III) hexahydrate, ethanol, sodium acetate, and polyethylene glycol were used as raw materials. In this study, without using common organic solvents and in contrast with most previous researches that focused on the magnetic properties of hematite, the shape of synthesized hematite particles in the form of nano-plates was controlled and the color properties of them were improved. Samples were synthesized at and °, C and pHs, , and. The phase composition, particle shape, and optical properties of the particles were investigated by XRD, SEM, FTIR, and DRS methods. Hematite particles synthesized at the temperature of °, C at pHs, , and had particle dimensions, , and nm and at the temperature of °, C at pHs, , and had particle dimensions, , and nm respectively. The colorimetric results showed that the pigments synthesized at °, C at pHs, , and had the CIEL * * * a * b parameters L * =, a =, * * b =, L * =, a * =, b * =, and L * =, a * =, and b =, respectively and the ones synthesized at °, C at pHs, , and had the CIEL * * * a * b parameters L * =, a =, * * b =, L * =, a * =, b * =, and L * =, a * =, and b =, respectively. As the pH increased, due to the smaller particle size and thus more light absorption, the color of the hematite powder darkened. By using XRD analysis and Scherer equation, it was found that the pH of the process did not affect the size of the unit cells, and the average size of the unit cells at both synthesis temperatures was nm. However, the SEM images showed that by increasing pH the hematite particles became more spherical and smaller.