A system and method for measuring and quantifying image retention in a display device. The method involves displaying a test pattern (206, 306, 406, 606, 706) having at least one dark feature (210, 310, 410, 610) and at least one light feature (208, 308, 408, 608). The method further involves the displaying an analysis pattern (202, 302, 402, 602) having at one gradient feature (204, 304, 404, 604a-c) with a plurality of regions of different levels. The levels of the gradient feature may then be matched up with the levels displayed in the regions formerly displaying the dark feature (210, 310, 410, 610) and/or the light feature (208, 308, 408, 608). Thus, image retention may be determined by visual inspection.