The liquid crystal display apparatus according to an embodiment of the present invention has a plurality of pixels including a red pixel, a green pixel and a blue pixel. In at least one example embodiment, each of the plurality of pixels has a plurality of subpixels including a first subpixel and a second subpixel. When the grayscale levels of input signals corresponding to the red, green and blue pixels are equal to one another at a given level, the ratio of the difference in luminance between the first and second subpixels of one of the red, green and blue pixels to the maximum luminance of that one of the red, green and blue pixels is greater than the ratio of the difference in luminance between the first and second subpixels of each one of the other two pixels to the maximum luminance of the respective one of the other two pixels.