Display device and driving method thereof

A method of driving a display device comprising a plurality of first to third color pixels, the method comprising the steps of:

• generating a plurality of gray voltages;
• receiving first to third image data corresponding to the respective first to third color pixels;
• signal-processing the first to third image data;
• and
• applying gray voltages as data voltages corresponding to the first to the third image data, said gray voltages being selected from a plurality of gray voltages;
• wherein the first color pixels express a maximum luminance upon application of a first voltage having a maximum value among the gray voltages, the second color pixels express a maximum luminance upon application of a second voltage, and the third color pixels express a maximum luminance upon application of a third voltage, said second and third voltages being less than the first voltage.