A reversible thermosensitive coloring composition is composed of (i) an electron-donor coloring compound and (ii) an electron-acceptor compound selected from the group consisting of an organic phosphoric acid compound, an aliphatic carboxylic acid, and a phenolic compound, each having a straight chain or branched chain alkyl group or alkyenyl group having 12 or more carbon atoms, the electron-donor coloring compound and the electron-acceptor compound being capable of reacting to induce color formation in the reversible thermosensitive coloring composition at the eutectic temperature thereof. The electron-donor coloring compound and the electron-acceptor compound, when fused and colored in a mixed state, with application of heat thereto, followed by rapidly cooling the fused mixture, exhibit an exothermic peak in a temperature elevation process in a differential scanning calorific analysis or in a differential thermal analysis. A recording medium and display medium using the above reversible thermosensitive coloring composition, a recording method of using the recording medium, a display method of using the display medium, a display method of using the display medium, and a display apparatus using the display medium are disclosed.