A multiple primary color display device according to the present invention includes a pixel defined by a plurality of sub pixels. The plurality of sub pixels include a first sub pixel to display a first color having a first hue, a second sub pixel to display a second color having a second hue, a third sub pixel to display a third color having a third hue, and a fourth sub pixel to display a fourth color having a fourth hue. When a color represented by the input signal is changed from black to white via a color of a prescribed hue, luminance levels of the plurality of sub pixels are set such that the luminance level of each of the first sub pixel, the second sub pixel and the third sub pixel is started to be increased without increasing the luminance level of the fourth sub pixel and such that the luminance level of the third sub pixel is increased at a lower rate than that of the luminance level of each of the first sub pixel and the second sub pixel.