A liquid crystal display device comprises a display panel including a pair of electrode substrates and a liquid crystal layer that is held between the electrode substrates and contains a liquid crystal material whose molecules are transferred in advance from a splay alignment to a bend alignment, and a display panel control circuit that controls transmittance of the display panel by a liquid crystal driving voltage. In particular, the display panel has a voltage-transmittance characteristic that a minimum value and maximum value of the transmittance are obtained in a state where the liquid crystal driving voltage exceeds a transfer threshold level at which an energy of the splay alignment is balanced with an energy of the bend alignment, and the display panel control circuit is configured to vary the liquid crystal driving voltage in a range corresponding to the minimum and maximum values of transmittance.