A luminance controlling unit includes a luminance controller that controls luminance of a pixel array including pixels each including a current-driven self-luminescent element. The luminance controller performs, on the basis of an image signal, a dynamic control of a duty ratio of a voltage pulse and a potential difference between a first voltage and a second voltage. The first voltage is outputted from a first voltage source adjacent to an anode of the corresponding self-luminescent element, and the second voltage is outputted from a second voltage source adjacent to a cathode of the corresponding self-luminescent element. The duty ratio is directed to controlling of light emission and light extinction of the self-luminescent element.