As an augmentative means of forced convective heat transfer, relationships between the heat transfer and the flow behavior were experimentally investigated when the longitudinal vortex was artificially generated by single vortex generator in a pipe. The formation of vortices and then flow spiraling downstream were visualized by means of fluorescein and smoke as tracer of water and air flow, respectively. The velocity components were also measured using an inclined hot wire probe in three flow directions. The vortices rings being accompanied with longitudinal vortex as a kind of shear vortex gradually closed to the wall surface. It was found that the local heat transfer coefficients was mainly increased depending on the circumferential velocity component. Furthermore, a law of non-analogy between heat and flow was discussed about some locations taking accounts of both heat transfer coefficients and skin friction factors.