A head-up display arranged to form a virtual image viewable from an eye-box area. The head-up display is arranged to received picture content within a sub-region of a substantially quadrilateral display area. The head-up display further comprises an optical relay system arranged to relay the received picture content to an eye-box of the head-up display such that a virtual image of the picture content is visible therefrom. The optical relay system comprises at least one optical component shaped in correspondence with the shape of the sub-region. The shape of the eye-box area is non-rectangular such as a corner-cropped rectangular shape or elliptical shape.