A display apparatus suitable for use in any of a number of different display applications including, but not limited to, mounting to a dashboard of a motor vehicle. The display apparatus includes a display portion arranged to display an image having a brightness and a contrast, the brightness and/or contrast of the image being a function of viewing angle, the brightness and/or contrast having at least one local maximum along a direction substantially parallel to at least one primary vector, the at least one primary vector not being a vector substantially normal to a plane of the display portion.