According to an aspect, a display device includes: a display unit a plurality of pixels performing that perform color reproduction by combining outputs of sub-pixels; an illumination unit including a first light source, a second light source, and a third light source; a measuring unit that measures intensity of light included in external light other than the light from the illumination unit; and a control unit that controls the intensity of the light to be emitted from each of the first light source, the second light source, and the third light source and controls gradation values of the respective sub-pixels based on the intensity of the external light measured by the measuring unit.