A display apparatus is disclosed. The display apparatus includes a converter configured to convert image pixel values corresponding to three primary colors (e.g., red, green and blue) into tri-stimulus values, a first maximum value unit configured to output a maximum value of the image pixel values as a first maximum value, a second maximum value unit configured to output a maximum value of the tri-stimulus values as a second maximum value, a gain adjuster configured to output a gain adjustment corresponding to the first maximum value and the second maximum value, and a gain applier configured to output a color adjustment value corresponding to the tri-stimulus values and the gain adjustment.