A liquid crystal display device has pixels containing first to fourth subpixels (“SPs”) having four different colors, respectively, arranged in a two-by-two matrix. In displaying a font on a pixel composed of three SPs having three different colors, respectively, arranged in three columns of stripes, the SP in the first column of stripes takes on a tone Tx, the SP in the second column of stripes takes on a tone Ty, and the SP in the third column of stripes takes on a tone Tz. Each of the first and fourth SPs takes on a tone which is obtained by performing rounding on (Tx×⅔)+(Ty×⅓)=p and that each of the second and third SPs takes on a tone which is obtained by performing rounding on (Ty×⅓)+(Tz×⅔)=v.