A display apparatus, comprising: a display configured to display an image; at least one sensor configured to generate sensing data relating to a position of a user with respect to the display apparatus; a memory configured to store background image data relating to a background image of a background area behind the display; and a processor configured to: generate a content screen based on the background image data and the sensing data and control the display to display the generated content screen, wherein the content screen includes the background image and at least one graphic object disposed on the background image, wherein the background image and the at least one graphic object are changed in response to a change of the sensing data, and wherein the processor is further configured to: perform, in response to determining a user viewing the display from the display side based on the sensing data, a view angle improving process only to the at least one graphic object to prevent colour drop and to provide a three-dimensional effect so that the at least one graphic object appears in focus and the background image appears blurry and out of focus due to colour drop, so that the at least one graphic object and the background image appear to be at different distances from the user, wherein the view angle improving process comprises: calculating luminance values of the background image with respect to pixels on which the background image is to be displayed using a lookup table having a reference gamma value, and calculating luminance values of the at least one graphic object with respect to pixels on which the object image is to be displayed using a lookup table having a gamma value higher or lower than the reference gamma. a display configured to display an image; at least one sensor configured to generate sensing data relating to a position of a user with respect to the display apparatus; a memory configured to store background image data relating to a background image of a background area behind the display; and a processor configured to: generate a content screen based on the background image data and the sensing data and control the display to display the generated content screen, wherein the content screen includes the background image and at least one graphic object disposed on the background image, wherein the background image and the at least one graphic object are changed in response to a change of the sensing data, and wherein the processor is further configured to: perform, in response to determining a user viewing the display from the display side based on the sensing data, a view angle improving process only to the at least one graphic object to prevent colour drop and to provide a three-dimensional effect so that the at least one graphic object appears in focus and the background image appears blurry and out of focus due to colour drop, so that the at least one graphic object and the background image appear to be at different distances from the user, wherein the view angle improving process comprises: calculating luminance values of the background image with respect to pixels on which the background image is to be displayed using a lookup table having a reference gamma value, and calculating luminance values of the at least one graphic object with respect to pixels on which the object image is to be displayed using a lookup table having a gamma value higher or lower than the reference gamma. generate a content screen based on the background image data and the sensing data and control the display to display the generated content screen, wherein the content screen includes the background image and at least one graphic object disposed on the background image, wherein the background image and the at least one graphic object are changed in response to a change of the sensing data, and wherein the processor is further configured to: perform, in response to determining a user viewing the display from the display side based on the sensing data, a view angle improving process only to the at least one graphic object to prevent colour drop and to provide a three-dimensional effect so that the at least one graphic object appears in focus and the background image appears blurry and out of focus due to colour drop, so that the at least one graphic object and the background image appear to be at different distances from the user, wherein the view angle improving process comprises: calculating luminance values of the background image with respect to pixels on which the background image is to be displayed using a lookup table having a reference gamma value, and calculating luminance values of the at least one graphic object with respect to pixels on which the object image is to be displayed using a lookup table having a gamma value higher or lower than the reference gamma. calculating luminance values of the background image with respect to pixels on which the background image is to be displayed using a lookup table having a reference gamma value, and calculating luminance values of the at least one graphic object with respect to pixels on which the object image is to be displayed using a lookup table having a gamma value higher or lower than the reference gamma.