An electronic device is provided. The electronic device includes a housing, a display rollable into the housing, and a display driver circuitry operably coupled to the display. The display driver circuitry is configured to display, while the electronic device is in a first state in which a first display area of the display is exposed and a second display area of the display adjacent to the first display area is rolled into the housing, a first image in the exposed first display area, obtain, a second image based on applying a first weight to a pixel value of a first pixel of a first horizontal line and applying a second weight less than the first weight to a pixel value of a second pixel of the first horizontal line, and display, while displaying the first image, the second image in the second display area rolled into the housing.