An electro-optical device drives a plurality of pixels to represent gray scale levels based on effective voltages by dividing one frame into a plurality of fields, and includes a calculating unit that receives image data specifying gray scale values in each frame for each pixel. A voltage pattern determining unit that determines to supply a first effective voltage shifted in a variation direction, rather than a voltage according to a gray scale value specified in the image data of a later frame of the adjacent frames, in a previous field of the plurality of fields in the later frame, while determining to supply a second effective voltage shifted in a direction opposite the variation direction, rather than the voltage according to the gray scale value specified in the image data of the later frame, in a later field of the plurality of fields in the later frame, for the pixel.