A display apparatus is provided. The display apparatus includes: a display; a storage configured to store output luminance information of a plurality of grayscale values according to brightness information; and a processor configured to: obtain a plurality of grayscale adjustment curves based on the output luminance information stored in the storage, obtain a plurality of calibration effects by applying each of the plurality of grayscale adjustment curves to an input image, obtain a grayscale adjustment curve corresponding to a maximum calibration effect from among the plurality of calibration effects, adjust a grayscale of each pixel of the input image based on the obtained grayscale adjustment curve to generate an output image, and output the output image through the display.