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 1 to 7 saccharide units, and a recording material using the coloring compound as a coloring material.