There is provided a display device configured to display a design, such as wood grain, harmonious with the surroundings when not in operation, in which a decrease in the brightness or the image quality of an image is suppressed. To this end, a display device (101) includes: a base material (1), a printed layer (2) formed on the front surface of the base material (1); a plurality of light emitting units (3) fixed to the front surface of the printed layer (2) and each containing an inorganic LED element, and a control unit (101b) configured to drive the plurality of light emitting units (3), in which a picture pattern harmonious with the surroundings where the display device (101) is installed is used as a picture pattern of the printed layer (2), and an observer is allowed to visually recognize the printed layer (2) when not in operation and allowed to visually recognize a luminous display image by light emission by the emitting units (3) when in operation. The all amounts of emitted light of the plurality of light emitting units (3) reaches the observer with almost no reduction, and therefore the decrease in the brightness of the image can be suppressed, and consequently the decrease in the image quality can be suppressed.