Liquid crystal display device

A liquid crystal display device comprising multiple pixels that are arranged in columns and rows to form a matrix pattern,

• wherein the multiple pixels include first, second, third and fourth pixels, which are arranged in this order along either one of the columns or one of the rows, and
• wherein each of the pixels has a number of subpixels including first, second and third subpixels, and
• wherein if an input signal indicates that each of the first and third pixels should represent a particular chromatic color, not only the third subpixel of at least one of the first and third pixels but also at least one of the respective first and second subpixels of the first and third pixels turn ON, and
• wherein if the average luminance of the respective third subpixels of the first and third pixels in one situation where the input signal indicates that the first and third pixels should represent the chromatic color is substantially equal to that of the respective third subpixels of the first and third pixels in another situation where the input signal indicates that the first and third pixels should represent an achromatic color, the luminances of the respective third subpixels of the first and third pixels in the former situation are different from those of the respective third subpixels of the first and third pixels in the latter situation.