A display apparatus comprising: a display unit comprising a plurality of pixels with an organic light emitting diode, OLED, wherein each of the plurality of pixels comprises R, G, B pixels; a power supplier configured to supply power to the display unit; an image processor configured to process an image signal to be displayed on the display unit in accordance with the plurality of pixels; and a controller configured to: divide a first frame of the image signal into a plurality of sub-frames, assign respective weights to each of the R, G, B pixels for each of the divided sub-frames, determine a driving voltage value (ELVdd) for each of the divided sub-frames from among values corresponding to weights to be assigned to the R, G, B pixels, the driving voltage value of a sub-frame being determined according to the the highest of the weights assigned among the R, G, B pixels for a said sub-frame; control the power supplier to supply to the R, G, B pixels, during each of divided sub-frames, a common voltage corresponding to the determined driving voltage for that sub-frame; and control the power supplier to supply the common voltage with a same magnitude to each of the R, G, B pixels at a first sub-frame of a second frame as at the last sub-frame of a first frame, the last sub-frame of the first frame and the first sub-frame of the second frame being successive. a display unit comprising a plurality of pixels with an organic light emitting diode, OLED, wherein each of the plurality of pixels comprises R, G, B pixels; a power supplier configured to supply power to the display unit; an image processor configured to process an image signal to be displayed on the display unit in accordance with the plurality of pixels; and a controller configured to: divide a first frame of the image signal into a plurality of sub-frames, assign respective weights to each of the R, G, B pixels for each of the divided sub-frames, determine a driving voltage value (ELVdd) for each of the divided sub-frames from among values corresponding to weights to be assigned to the R, G, B pixels, the driving voltage value of a sub-frame being determined according to the the highest of the weights assigned among the R, G, B pixels for a said sub-frame; control the power supplier to supply to the R, G, B pixels, during each of divided sub-frames, a common voltage corresponding to the determined driving voltage for that sub-frame; and control the power supplier to supply the common voltage with a same magnitude to each of the R, G, B pixels at a first sub-frame of a second frame as at the last sub-frame of a first frame, the last sub-frame of the first frame and the first sub-frame of the second frame being successive. divide a first frame of the image signal into a plurality of sub-frames, assign respective weights to each of the R, G, B pixels for each of the divided sub-frames, determine a driving voltage value (ELVdd) for each of the divided sub-frames from among values corresponding to weights to be assigned to the R, G, B pixels, the driving voltage value of a sub-frame being determined according to the the highest of the weights assigned among the R, G, B pixels for a said sub-frame; control the power supplier to supply to the R, G, B pixels, during each of divided sub-frames, a common voltage corresponding to the determined driving voltage for that sub-frame; and control the power supplier to supply the common voltage with a same magnitude to each of the R, G, B pixels at a first sub-frame of a second frame as at the last sub-frame of a first frame, the last sub-frame of the first frame and the first sub-frame of the second frame being successive.