Disclosed herein are a coloring compound represented by the general formula: A-L1-X-L2-B (1) wherein A is a coloring moiety, B is a stabilizing moiety having fading-preventing ability, L1 and L2 are linkers for linking A, X and B by covalent bonding and denote, independently of each other, any group of —O—, —CO—, —OCO—, —NR1— (in which R1 is a group selected from hydrogen, alkyl, aryl and aralkyl groups), —NHCO—, —NHCOO—, —NHCONH—, —NHCSNH—, —SO—, —SO2—, —SO2NH—, —S—, —SS— and —CH2-, with the proviso that L1 and L2 are not —CH2— at the same time, and X is a spacer moiety and denotes any group of an alkylene group having 1 to 10 carbon atoms, an alkenylene group having 2 to 10 carbon atoms, an alkynylene group having 2 to 10 carbon atoms, an alkoxyalkylene group having 1 to 10 carbon atoms, a cycloalkylene group having 5 to 7 carbon atoms, an arylene group having 6 to 10 carbon atoms and a pyranose type saccharide having I to 7 saccharide units, and a recording material using the coloring compound as a coloring material.