A liquid crystal display device includes a pixel defined by at least four sub-pixels. The sub-pixels include at least one sub-pixel belonging to a first group and at least one sub-pixel belonging to a second group, the sub-pixel of the second group being different from that of the first group. The luminances of the sub-pixels are set such that if the colors represented by the pixel change from black into white while being kept achromatic, the first group of sub-pixel starts to increase in luminance first, and the second group of sub-pixel starts to increase in luminance when the luminance of the first group of sub-pixel reaches a predetermined value.