A toner comprising toner particles, each of which contains a binder resin and a colorant, wherein the binder resin includes a resin having an endothermic peak at a temperature of 55°C to 120°C in a DSC curve; the toner has a softening point Tm of 90°C to 140°C; in the viscoelastic characteristic of the toner measured at a frequency of 6.28 rad/sec, the storage elastic modulus at a temperature of 180°C is 1.0 × 102 Pa to 1.0 × 104 Pa; in a chart with the temperature on the x-axis and tand on the y-axis, tand has a peak having a peak top in the range of 50°C to 70°C; tand(P) at the peak top temperature is 2.0 to 10.0; the ratio of the tand (P) at the peak top temperature to tand (Tm) at a temperature of Tm (tand(P) /tand (Tm)) is in the range of 2.5 to 8.0.
