A bright pigment including a scaly inorganic base 10 and a silver-based alloy coating 20 that covers the inorganic base 10 and that includes silver and at least one noble metal selected from the group consisting of gold, palladium and platinum, wherein the content of the noble metal is in a range of 0.1 to 2 atomic % when the sum of the atomic % of the silver and the atomic % of the noble metal is 100 atomic %.