A head-up display device includes: a reflection member disposed in front of a driver who drives a vehicle; a projection unit configured to project light toward the reflection member and display a virtual image in a region superimposed on a superimposing display target when viewed by the driver; and an imaging unit configured to take an image of a region in front of the vehicle to generate a front image that is an image of the region in front of the vehicle. The projection unit adjusts a luminance distribution of a virtual image in accordance with a luminance distribution of a region of the superimposing display target in the front image.