A liquid developing apparatus includes an electrostatic recording medium, a latent image forming section for forming an electrostatic latent image on the electrostatic recording medium, a carrying section for carrying the electrostatic recording medium on which the electrostatic latent image is formed, along a predetermined carrying path, a development head provided on the carrying path and having a rubbing surface on which the electrostatic recording medium carried by the carrying means is rubbed, and a liquid developer supply section for supplying a liquid developer to the development head to develop the electrostatic latent image formed on the electrostatic recording medium. The rubbing surface has a width ranging from 1 mm to 9 mm, and the electrostatic recording medium has a smoothness (i.e., a roughness) ranging from 140 seconds to 220 seconds.