A controller for a liquid crystal display includes a data driver and a gate driver. The data driver applies data voltages having different polarities to a first pixel and a second pixel. The gate driver applies different gate-on voltages to a first gate line coupled to the first pixel and a second gate line coupled to the second pixel. The gate-on voltages have at least one of a different width or a different level when at least one of a still image or a moving picture is to be displayed. The different gate-on voltages translate into different pixel charging speeds, which may translate into improvements in the luminance and/or other properties of the display.