A half-tone color representation system suitable for use with a multi-color liquid crystal display panel, each display dot of which is constituted by three primary color pixels. More than eight different colors are represented with the three primary color pixels by providing a "half-tone" state of a pixel which is realized through successive ON-OFF controlling of the pixel. Flicker in the half-tone color representation of the display dot is reduced by causing the patterns or timings of successive ON-OFF controlling of the three primary color pixels to be different from one another.