A segmented-pixel liquid crystal display has a plurality of pixels of which each has three sub-pixels 10a-10c, namely one middle and two side sub-pixels, arranged next to one another in the column or row direction. The sub-pixels 10a-10c have different brightness levels when the pixel as a whole is in a given middle halftone state, and the middle sub-pixel 10a has the highest brightness level. This eliminates unnaturalness as is conventionally produced when an image with a straight border is displayed, and further improves the gamma characteristic.