Provided is a driving device of a display medium, including an application unit that applies a voltage with a pulse width corresponding to a density of a color to be displayed to each of plural pixels of a display medium in which plural kinds of particle groups having different movement starting voltages for movement between a pair of substrates according to an electric field and different colors are enclosed, and a controller that controls the application unit so that a first voltage with a pulse width corresponding to a density of a color of a first particle group finishes being applied to each of the plural pixels, and then a second voltage with a pulse width corresponding to a density of a color of a second particle group is applied thereto.