A color developing structure formed on a surface of a base material (101, 102, 103), wherein: the color developing structure has a rectangular shape in plan view, and is formed of a concavo-convex structure having a plurality of convexities with different heights and a laminated film including a plurality of layers (41, 51) laminated on the concavo-convex structure; the plurality of layers (41, 51), adjoining in a lamination direction are made of materials that transmit light of the same wavelength band and have different refractive indices with respect to light of the wavelength band; wherein each layer of the plurality of layers has a uniform thickness, the concavo-convex structure includes a concavo-convex structure A and a concavo-convex structure B overlapped with each other to form a multilevel structure of at least two levels or more; the concavo-convex structure A has flat convexities (11, 12) configured by arraying rectangles in a first direction and a second direction, each rectangle having a line width (d1, d3) in the first direction, the line width being not more than a minimum wavelength of the wavelength band, and a line length in the second direction, the line length being perpendicular to the first direction and greater than the line width in the first direction, the line length in the second direction having a standard deviation of greater than a standard deviation of the line width in the first direction; and the concavo-convex structure B includes a plurality of linear structures (21, 22) extending in the second direction and arrayed in the first direction at pitches of not less than a half of the minimum wavelength of the wavelength band, the concavo-convex structure B has periodicity in both the first direction and the second direction, and at least one of an average and a standard deviation of pitches of the linear structures forming the concavo-convex structure B is different between the first direction and the second direction. the color developing structure has a rectangular shape in plan view, and is formed of a concavo-convex structure having a plurality of convexities with different heights and a laminated film including a plurality of layers (41, 51) laminated on the concavo-convex structure; the plurality of layers (41, 51), adjoining in a lamination direction are made of materials that transmit light of the same wavelength band and have different refractive indices with respect to light of the wavelength band; wherein each layer of the plurality of layers has a uniform thickness, the concavo-convex structure includes a concavo-convex structure A and a concavo-convex structure B overlapped with each other to form a multilevel structure of at least two levels or more; the concavo-convex structure A has flat convexities (11, 12) configured by arraying rectangles in a first direction and a second direction, each rectangle having a line width (d1, d3) in the first direction, the line width being not more than a minimum wavelength of the wavelength band, and a line length in the second direction, the line length being perpendicular to the first direction and greater than the line width in the first direction, the line length in the second direction having a standard deviation of greater than a standard deviation of the line width in the first direction; and the concavo-convex structure B includes a plurality of linear structures (21, 22) extending in the second direction and arrayed in the first direction at pitches of not less than a half of the minimum wavelength of the wavelength band, the concavo-convex structure B has periodicity in both the first direction and the second direction, and at least one of an average and a standard deviation of pitches of the linear structures forming the concavo-convex structure B is different between the first direction and the second direction.