Multi-primary color display device

A multiple primary color display device, comprising a plurality of pixels located in a matrix including a plurality of rows and a plurality of columns, the plurality of pixels being each formed of a plurality of sub pixels including at least four sub pixel for displaying different primary colors from one another, wherein:

• the plurality of sub pixels which form each of the pixels are sorted into n number of virtual pixels (n is an integer of 2 or greater), each of which is formed of two or more sub pixels, and the n number of virtual pixels are each used as a minimum color display unit for providing display;
• the two or more sub pixels which form each of the n number of virtual pixels include a sub pixel common to another of the n number of virtual pixels;
• and
• when a line having a width corresponding to the n number of virtual pixels is displayed, two sub pixels which are located at both of two ends, in a width direction, of the line and which display a certain identical primary color to each other have a luminance lower than the luminance that the two sub pixels originally have.