Solar reflective coating (SRC) offers a method to reduce surface temperature without the need for additional energy consumption, making it highly applicable in permafrost regions. However, many SRCs with high solar reflectance are white, which can cause glare and not meet the aesthetic pavement requirements of high-grade highways. Herein, we developed two non-white SRCs (black and gray) designed to achieve low reflectance in the visible spectrum while maintaining high reflectance in the near-infrared region. We then evaluated the thermal performance of a white SRC, two non-white SRCs and asphalt (as a control) by analyzing surface temperature, ground temperature, and the heat flux between the soil and pavement in a permafrost region of the Qinghai-Tibet Plateau. The results showed that three SRCs reduced the annual mean surface temperature and surface temperature fluctuation compared to the asphalt. The white SRC exhibited annual heat release, whereas the non-white SRCs (black and gray) reduced heat absorption by 34.53% and 69.44%, respectively, compared to the asphalt. By directly reducing the heat absorption of asphalt, the non-white SRCs can potentially slow permafrost degradation beneath asphalt pavements. This study provides a theoretical foundation and technical support for applying non-white near-infrared SRC on high-grade highways in permafrost regions.