A liquid crystal display device and a driving method thereof are provided. The drive circuit of the liquid crystal display device outputs a drive voltage applied between the first electrode and the second electrode of a pixel. When a transmittance of the sub-pixel is changed from a first transmittance to a second transmittance higher than the first transmittance in a first frame period, the drive voltage is higher than a first target drive voltage corresponding to the second transmittance in a front half period of the first frame period, the drive voltage is equal to the first target drive voltage in a rear half period of the first frame period, and the drive voltage is equal to the first target drive voltage in other frame periods after the first frame period.