A display device includes a display panel including a plurality of pixels and divided into a plurality of regions, a data driver generating a plurality of reference gamma voltages based on a gamma control signal and including a data driving integrated circuit applying a data signal generated using the plurality of reference gamma voltages to a corresponding pixel among the plurality of pixels, a memory storing a plurality of gamma voltage data corresponding to a plurality of gamma curves of each of the plurality of regions, and a signal controller determining characteristics of a plurality of images divided and displayed in the plurality of regions using an input image signal, selecting the gamma curves corresponding to the plurality of regions according to the characteristics, and reading gamma voltage data corresponding to the selected gamma curve from the memory to generate the gamma control signal.