The present disclosure provides a aqueous colorant dispersion comprising a colorant and a polymeric dispersant, wherein the polymeric dispersant is a block copolymer comprising an A block and a B block, wherein the A block is a segment having a block size of about 5 to about 18 units, is substantially free of hydroxyethylmethacrylate, and comprises at least 50% by weight of a monomer, having the following structure: CH2═CRC(O)O(CHR1CH2O)nR2, wherein R and R1 are H, or methyl; R2 is alkyl of 1-4 carbon atoms or phenyl; and n is about 1 to about 20; and the B block is a segment comprising an ionic monomer and at least one hydrophobic monomer; and wherein the dispersant is neutralized. The disclosure further pertains to an aqueous ink jet ink comprising this aqueous colorant dispersion. Still further, the disclosure pertains to a method of printing that provides images with the requisite optical density and chroma needed for emerging ink jet applications.