PURPOSE: To prepare an azo lake pigment having an excellent suitability for use as a printing ink, by replacing a part of a grounder component with a specific compound in preparing an azo lake pigment.

CONSTITUTION: An an azo lake pigment is prepared by replacing 0.2W30mol% grounder such as β-naphthol or β-hydroxynaphtoic acid, which is used in a method of preparing an azo lake pigment, with a compound of the formula I. The compound of the formula I can be prepared by reacting β- hyroxynaphthoic acid with aniline or various aniline derivatives. When the amount of the compound of the formula I used is less than 0.2mol%, the effect obtained is not satisfactory while, when the amount exceeds 30mol%, the excellent properties inherent in the azo lake pigment is unfavorably spoiled.