An electronic device includes a touch screen display including an organic light emitting layer that is formed of a plurality of pixels, a wireless communication circuit, a processor operatively coupled with the display and the wireless communication circuit, and a memory operatively coupled with the processor. The memory stores instructions that, upon execution, enable the processor to provide a first mode of displaying a first graphical user interface (GUI) on the display by using a first number of colors in a state where all the pixels are turned on, a second mode of displaying a second GUI on the display by using a second number of colors in a state where some of the pixels are turned off, and a third mode of displaying a third GUI on the display by using the first number of colors in a state where some of the pixels are turned off, and select one of the first mode, the second mode or the third mode on the basis of at least one of a state of the electronic device, a content of the GUI or a use pattern of a user.