A liquid crystal controller is provided for a liquid crystal panel having a plurality of pixels, each of which includes a memory element and a display element. The memory element is configured to hold electric potential depending on an image signal and is configured to change the held electric potential based on activation of an enable signal. The display element is configured to be applied voltage depending on the electric potential which the memory element holds. The liquid crystal controller is configured to: hold off outputting the enable signal, for a period th before polarity of AC voltage applied to the display element is inverted and a period (tr+ts) after the polarity of the AC voltage is inverted; and hold off inversion of the polarity of the AC voltage, for an output period of the enable signal and the period th after the output period.