Under a normal environment, when red, green and blue displays are to be performed, the displays are performed singly by a red pixel, a green pixel and a blue pixel respectively, and under a high-illuminance environment, when the red display is to be performed, the display is performed by also shining the pixels other than the red pixel simultaneously, when the green display is to be performed, the display is performed by also shining the pixels other than the green pixel simultaneously, and when the blue display is to be performed, the display is performed by also shining the pixels other than the blue pixel simultaneously, thereby increasing the luminance of a screen. In this case, although the chromaticity of each color is lowered, since the luminance works more predominantly on the image quality under the high-illuminance environment than the chromaticity, image quality degradation does not occur.