The present disclosure provides a heads up display, comprising: a projector, which is configured to project light to a preset region to form a projected image; an environment color acquisition device, which is configured to acquire an environment color of a background region corresponding to the preset region, wherein the background region is an external region observable through the preset region from an observer's position; and a controller, comprising a color control unit, the color control unit being configured to control a color of light projected by the projector according to the environment color, such that a color of the projected image and the environment color are distinguished from each other. Accordingly, the present disclosure further provides a heads up display method and a traveling apparatus. The present disclosure can enable a driver to always see displayed image clearly in various environments.