Thermochromic microencapsulated pigments

A thermochromic microencapsulated pigment which comprises as four essential components (a) an electron-donating chromatic organic compound, (b) an electron-accepting compound, (c) a reaction medium determining temperatures at which color reactions of component (a) with component (b) take place and being selected from the group consisting of sulfides, ethers, ketones, esters, and acid amides, and (d) a color change temperature regulator, said color change temperature regulator (d) comprising one or more compounds selected from the group consisting of ethers, esters, ketones, acid amides, and fatty acids, and contained in an amount of from 0.01 to 0.3 part by weight per part by weight of the reaction medium (c) and having a melting point Y (° C.) satisfying the relationship (X+16)° C.≦Y≦(X+100)° C., wherein X (° C.) is the melting point of component (c), and said four essential components being microencapsulated, and which gives a temperature-color density curve showing that the pigment undergoes color changes with a hysteresis range (ΔH) having a width of from 5° C. to 80° C., and in which the colors thereof respectively in a range of temperatures not higher than a lower trigger temperature and in a range of temperatures not lower than a higher trigger temperature are alternately memorized and retained by the pigment in the temperature range between the lower trigger temperature and the higher trigger temperature.