A liquid crystal display device includes a display part which has a plurality of divided segments and a control part, configured to control voltages applied to the segments. The control part changes a turning-on pattern of segments to be output to the display part from a first turning-on pattern which turns on a first segment group to a second turning-on pattern which turns on a second group, and subsequently to a third turning-on pattern which turns on a third segment group. Change of the turning-on pattern includes a control to apply a voltage to at least one of segments of the plurality of segments which are not commonly used in the first segment group in a period from a predetermined time before starting of change to the third turning-on pattern.