A liquid developer electrophotographic apparatus and method for developing
one or more successive color images on a previous color image formed on a
latent image retaining body, wherein peeling off the prior color image is
prevented by establishing a reversible electrophoretic transfer efficiency
of toner particles in the prior toner image to be not greater than 60% in
the liquid developer for the successive color image while applying an
electrical potential difference between the latent image retaining body
and a developing electrode for the successive developing step(s). A resin
content of the toner particles forming the previous color image may be
selected to achieve the reversible electrophoretic transfer efficiency of
60% or less. Alternatively, or in conjunction with the selected resin
content, a heater disposed adjacent to a developing station of the
successive color image may be arranged to heat the already developed image
or the surface of the latent image retaining body so that the toner
particles of the prior developed image has the reversible electrophoretic
transfer efficiency of 60% or less.