A multiple primary color display device includes a plurality of pixels located in a matrix including a plurality of rows and columns. The pixels are each formed of at least four sub pixels for displaying different primary colors, which can be sorted into n number of virtual pixels, and use each of the n number of virtual pixels as a minimum color display unit for providing display. The sub pixels which form each of the virtual pixels include a sub pixel common to another of the virtual pixels. When a line having a width corresponding to the n number of virtual pixels is displayed, two sub pixels which are located at both of two ends, in a width direction, of the line and display a certain identical primary color to each other have a luminance lower than the original luminance that the two sub pixels.