A color developing structure that exhibits good color development and ensures a desired transmittance while diffusing reflected light in multiple directions. A color developing structure includes a concave-convex layer in which a first surface has a concave-convex structure, and a reflective layer formed on the first surface to extend along the concave-convex structure. A convex surface of the concave-convex structure has a first pattern composed of a plurality of strip portions in plan view. The strip portion has a width in a first direction and a length in a second direction perpendicular to the first direction. The width is smaller than the wavelength of the incident light, and a standard deviation of the lengths of the plurality of strip portions is larger than a standard deviation of the widths.