In a liquid crystal display device, the reduction of power consumption is realized by reddening a backlight while maintaining a white balance. An aperture ratio of a red subpixel and an aperture ratio of a blue subpixel are set such that, in a state where an aperture ratio of a green subpixel in each pixel of a liquid crystal panel is fixed to a desired value, white brightness efficiency takes a maximum value which is set based on a balance between light emission efficiency which is increased corresponding to lowering of a color temperature of the backlight and transmissivity of the pixel which is decreased corresponding to the increase of the aperture ratio of the blue subpixel.