A head-mounted display device includes an image display unit cause a user to visually recognize image light as a virtual image on the basis of image data and cause the user to visually recognize an outside scene in a state in which the image display unit is worn on the head of the user, an image pickup unit configured to pick up an image of the outside scene, and a control unit configured to cause, when a mark image, which is an image of a specific mark, is included in the picked-up image, using the image display unit, the user to visually recognize a specific virtual image associated with a combination of a kind of the mark image and a shape of the mark image.