A method of controlling an electro-optical device includes, during image rewriting, executing a first control operation to supply a potential different from a potential on a counter electrode to a pixel electrode of a first pixel in a plurality of frame periods, executing a second control operation to supply the same potential as the potential on the counter electrode to a pixel electrode of a second pixel, which is adjacent to the first pixel and in which a gradation to be displayed during image rewriting is not changed, in at least some frame periods of a plurality of frame periods, and executing a third control operation to supply a potential different from the potential on the counter electrode to the pixel electrode of the second pixel in a frame period after the potential has been supplied in at least one frame period during the first control operation.