A reversible thermochromic display article which comprises a substrate and, formed thereon, a heat coloration image containing a heat coloration type reversible thermochromic composition which is colored by heating and is decolored by cooling and a heat decoloration image containing a heat decoloration type reversible thermochromic composition which is decolored by heating and is colored by cooling, or having a multilayer structure comprising a heat coloration layer containing the heat coloration type reversible thermochromic composition and a heat decoloration layer containing the heat decoloration type reversible thermochromic composition, wherein the heat coloration type reversible thermochromic composition is a microcapsule composition which contains, enclosed therein, (a) an electron-donating chromatic organic compound, (b)' an electron-accepting compound selected from gallic acid esters, and (c) a reaction medium having a melting point lower than 50.degree. C. which is selected from alcohols, esters, ketones, and hydrocarbons and which causes color reactions between the two components to occur reversibly at specific temperatures.