Radiative cooling technology radiates heat into cold space through the atmospheric window without external energy. Integrating color display and radiative cooling is necessary to meet both aesthetic and practical requirements in real-life applications. In this study, we developed an efficient colored radiative cooler by depositing a cone emitter on an elliptical metal-insulator-metal (MIM) reflector. The upper emitter has an average emissivity of 96.62 % in the atmospheric window, while the lower part is tuned to achieve specific colors. Besides the tunability of geometry parameters, it is possible to produce diverse color display without re-modification of the structure by varying the polarization angle. Meanwhile, high emissivity can be achieved at different incident angles. Finally, the colored logo of Zhengzhou University (ZZU) is realized in our design with the polarization angles of 0° and 45° for comparison. Unlike conventional radiative coolers, our proposed cooler not only adjusts color display through geometry parameters or polarization angle, but also possesses a highly efficient cooling power. These advantages open up new avenues for energy saving, cooling, and color display. • A cone emitter on an elliptical MIM reflector has been designed to achieve radiative cooling and aesthetic performance. • A high emissivity of 96.62 % has been achieved in the first transparency window with the top SiO 2 cone. • A specific color can be flexibly tuned with the structural parameters and polarization angle. • Controllable emissivity and radiative cooling power are further realized with different incident angles. [ABSTRACT FROM AUTHOR]