A multi-primary color display device according to the present invention includes pixels, each having a plurality of sub-pixels. The plurality of sub-pixels include first, second, third and fourth sub-pixels for displaying first, second, third and fourth colors having first, second, third and fourth hues. The second and third hues are adjacent to the first hue on both sides thereof on an a*b* plane of an L*a*b* colorimetric system. When a color displayed by each pixel changes from black to an optimal color of the first hue, luminance values of the plurality of sub-pixels are set such that the luminance value of the first sub-pixel starts to be increased and also the luminance values of the second and third sub-pixels start to be increased at a rate of increase lower than the rate of increase of the first sub-pixel.