A liquid developer comprising a dispersion of a dye or pigment having a long chain alkyl group in their molecular structure in a liquid hydrocarbon. The liquid developer for electrophotography is excellent in dispersibility of the image-forming dye or pigment particles, uniformity in charge polarity, storage stability, distinct-image forming ability and image-fixing property, and such liquid developer can be prepared without aid of conventional modifiers such as control agents dispersing agents, and fixing agents.