A liquid crystal display device includes a plurality of pixels each connected to a signal line via a switching element. Each pixel includes first and second sub-pixels having voltage vs. luminance characteristics different from each other with respect to a signal voltage supplied from the signal line. A threshold signal voltage of the first sub-pixel is lower than that of the second sub-pixel. The pixels form color display pixels which are red, green pixel and blue pixels. Where the area ratio of the first sub-pixel in each of the red, green and blue pixels is SR1, SG1 and SB1, and the ratio of the lighting-up time period of the first sub-pixel of each of the red, green and blue pixels in one vertical scanning period is TR1, TG1 and TB1, the relationship of (SR1.times.TR1)>(SG1.times.TG1)>(SB1.times.TB1) holds.