In a liquid crystal display device, halftones are displayed by applying voltages to liquid crystal elements so that the transmittance of liquid crystals is changed. A plurality of gradation-reference-voltage-generation circuits are provided as sources for generating the voltages to be applied to the liquid crystals to realize display of the halftones. With this configuration, gradation-reference voltages for γ characteristics for display colors are generated, and furthermore, applied voltages for the display colors are generated on the basis of the generated gradation-reference voltages. This allows for gradation display for each of the display colors, resulting in excellent image display.