This liquid crystal display device (100) includes a pixel defined by a plurality of subpixels that includes red, green, blue and yellow subpixels (R, G, B, Ye). As long as the sum of respective luminances of all of the subpixels but the blue subpixel (B) falls within the range of 0% to 50% while the color displayed by the pixel is changing from the color blue in which the blue subpixel (B) is at the highest grayscale level and the other subpixels are at the lowest grayscale level into the color white in which all of those subpixels are at the highest grayscale level substantially without changing its hue, the yellow subpixel (Ye) starts to increase its grayscale level at a different timing, and/or has its grayscale level increased at a different ratio with respect to an increase in the pixel's luminance, from the red and green subpixels (R, G) do.