The blue SA‐emission of self‐activated phosphors, due to the sole incorporation of a donor impurity, shifts monotonically toward red if Zn is gradually replaced by Cd. In contrast, gradual replacement of S in by Se causes little or no shift but replacement of the blue band of by an orange band in . Again, the latter shifts monotonically into the infrared if Zn is replaced by Cd but is replaced by another band, also in the infrared, if Se is replaced by Te. The dependences are demonstrated in recombination term schemes assuming predominantly ionic crystal bonding and validity of the Schön‐Klasens model of luminescence.