A liquid developer containing an electrically insulating carrier fluid and colored particles dispersed in the carrier fluid and a wet-type image forming apparatus using this liquid developer are provided, with the colored particles being pigments and this liquid developer containing at least one selected from a group consisting of styrene elastomer, polyvinyl butyral, cyclic olefin copolymer and cellulose ether. Additionally, a liquid developer containing an electrically insulating carrier fluid, colored particles dispersed in the carrier fluid, and an organic macromolecular compound for fixing the colored particles to a recording medium and a wet-type image forming apparatus using this liquid developer are provided, with the organic macromolecular compound being dissolved in the carrier fluid and the colored particles being pigments.