In a display apparatus, a projected member is arranged in a direction in which a driver of a moving body looks while driving, from the perspective of the driver. A projecting unit projects at least one display object in a position that overlaps a background that is visible to the driver through the projected member, so as to be displayed in a superimposed manner as a virtual image. A measuring unit measures a luminance value of the background. A control unit determines a luminance value of the display object based on the luminance value of the background measured by the measuring unit, chromaticity values of the display object, and a sense of superimposition that is a value having a range of 0 or greater and 100 or less, and controls the projecting unit such that the display object is projected at the luminance value of the display object.