A method, of reducing display device energy consumption, including: (a) determining lighting conditions ambient to a display device; (b) determining content that a user chooses to view on the display device; (c) calculating the user's perception of display quality using an image appearance model; and (d) adjusting, when the perceived display quality is higher than a target display quality, display device conditions so that the perceived display quality matches the target display quality so as to reduce energy consumption. An apparatus utilizing the method so as to reduce energy consumption while providing an aesthetically pleasing viewing experience to a user.