Methods and apparatuses to varying the apparent brightness of a display are described. The change in apparent brightness is accompanied by unchanged in relative contrast, rendering a display with higher or lower brightness while maintaining contrast fidelity. In exemplary embodiments, the signals for the middle tone levels are adjusted to increase or decrease the brightness intensity, while keeping constant the gamma correction. This maintains the relative contrast of images while rendering them at a different brightness. Implementations of the present process include an adjusted gamma correction lookup table, incorporated in the video card to modify the video signal before reaching the display. The present invention can be used for matching the brightness of two or more displays or to provide compensation for variations in display characteristics to ensure consistency in display brightness within a data processing model.