An LCD device has a reflective area that reflects light incident from a polarizing film side using a reflection film, and a transmissive area that transmits light of a backlight incident from a TFT substrate side. The drive voltages of the reflective area and transmissive area are Vr and Vt, the black voltage in the reflective area is Vr (K), the black voltage in the transmissive area is Vt (K). The reflectance R, the transmittance T, characteristics of R with respect to drive voltage [Vr(K)-Vr] and characteristics of T with respect to drive voltage [Vt-Vt (K)] substantially match each other.