Subject matter disclosed herein relates to increasing luminance and reducing power consumption in electrowetting display devices. The electrowetting display comprises a plurality of electrowetting elements that are driven by a driving voltage that comprises a first voltage and a common voltage. A common electrode provides the common voltage. A timing controller is provided to drive the electrowetting elements. The timing controller controls the common electrode to increase an amplitude of the common voltage to thereby increase luminance of the electrowetting display during driving of the electrowetting elements.