The present invention is a silver alloy having excellent reflectance and transmittance, containing silver as a main component and as a first added element group at least one of aluminum, indium, tin, bismuth, gallium, zinc, strontium, calcium, germanium, magnesium, antimony, lithium and phosphorous. Here, the first added element group is preferably gallium, indium, tin and zinc, and a second added element group is at least one of palladium, dysprosium and copper. Further, the added element concentration total is preferably 0.01 to 20.0 atom%.