The invention aims at providing a matrix addressing method and circuitry and display device, which enable power savings without as little degrading the legibility of content of an image as possible. A matrix addressing method for driving pixels arranged over a display area by signals supplied to row electrodes and column electrodes arranged to cross one another. Rich-gray-scale pixel information signals (#0 to #63) are generated in a predetermined number of levels of gray scale according to original pixel information signals, while poor-gray-scale pixel information signals (#0 and #63) are generated in a smaller number of levels of gray scale than the maximum number of levels of gray scale, according to original pixel information signals, and rich-gray-scale pixels driven by the rich-gray-scale pixel information signals (#0 to #63) and poor-gray-scale pixels driven by the poor-gray-scale pixel information signals (#0 and #63) are mixed and coexist discretely in at least a part of the display area in a predetermined mixing pattern to display the same image object in a predetermined mode.