The objective of this invention is to provide fluorescent compounds comprising a naphthalene skeleton, an electron donating group substituted at the 2- or 1-position of the naphthalene skeleton, and an electron attractive group substituted at the 6- or 4-position of the skeleton. The fluorescent compound of this invention is capable of emitting visible light having a desired color by choosing an appropriate combination of the electron donating group A, which has an electron-pushing function, and the electron attractive group B, which has an electron-pulling function.