The present study has been successful fabricated the 3.8 at.% and 6 at.% Fe, Co, Ni -doped ITO powder using by co-precipitation method, and probed the effect of crystal phase and colour of doped ITO powder. The experimental results showed that the doped ions would not change the ITO’s characteristic diffraction peaks using by XRD diffraction analysis, but the doped ions will change the powder’s colour due to colour center effect which doped iron, cobalt and nickel will form the light yellow-green, gray-brown, and blue-gray, respectively. In addition, the powder thought hydrogen reduced and vacuum heating treatment, the colour of Fe-doped ITO powder turns into the blue-gray, and the colour of Co- and Ni- doped ITO powder are change less due to the cobalt and nickel ions diffused into the crystal structure and then strengthen the bonding with oxygen, that result effect of the oxygen vacancies more difficult to form.