In a liquid crystal display device, both of the brightness characteristic and the chromaticity characteristic are set to optimum values. In the liquid crystal display device which includes a liquid crystal display panel, a data driver, a scanning driver and a display control circuit, the display control circuit includes a first circuit which generates and insertion display data which differs from the image display data and inserts the display data into the data driver, and a second circuit which sets a first time at which the scanning signal for displaying the display data and a second time at which the scanning signal for displaying the insertion display data are outputted. The first circuit generates display data of one chromatic color and, at the same time, sets gradations of chromatic color for every frame period.