A liquid crystal display device and a drive method thereof are disclosed. The liquid crystal display device includes a display panel and a controller. The display panel includes a display region, a plurality of pixels arranged in a matrix are provided in the display region, each of the plurality of pixels includes a red sub-pixel, a blue sub-pixel and a green sub-pixel, and the display region includes a middle portion and a peripheral portion outside the middle portion, and at least one first pixel is provided in the peripheral portion, the controller is configured to relatively increase a luminous intensity of a blue sub-pixel in the first pixel.