Display apparatus and method of controlling the same

A method for controlling a display apparatus, the method comprising:

• determining an attentive area of an image and an inattentive area of the image;
• adjusting a brightness of the inattentive area depending on whether a user is able to recognize a corresponding brightness change, determined based on image information;
• and
• displaying the inattentive area according to the adjusted brightness,
• wherein the brightness of the inattentive area is adjusted if determined based on the image information that the user is not able to recognize the corresponding brightness change.

A display apparatus comprising:

• a display unit;
• an image processor which processes an image and displays the processed image on the display unit;
• and
• a controller which separates the image into an attentive area and an inattentive area, and controls the image processor to adjust a brightness of an inattentive area of the image based on image information related to a psycho-visual characteristic of a user.