Patent ID: 8432340

Claim:
A liquid crystal display device including a reflective display part having predetermined reflectance characteristics relative to input gradation levels and a transmissive display part having predetermined transmittance characteristics relative to the input gradation levels in each of a plurality of matrix-arrayed pixels, comprising: a liquid crystal display panel which is configured such that a liquid crystal layer is held between a pair of substrates and gradation display is performed in accordance with a pixel voltage which is applied to the liquid crystal layer of each pixel; a backlight which illuminates the liquid crystal display panel; a sensor unit which detects brightness of ambient light; and a voltage setting unit which sets the pixel voltage of the reflective display part and the pixel voltage of the transmissive display part in each of the pixels, relative to each of the input gradation levels, wherein the voltage setting unit is configured to set the pixel voltage based on the brightness of the ambient light that is detected by the sensor unit, and in the case where the detected brightness is a threshold value or less, the voltage setting unit selects a first mode to set the pixel voltage relative to each of the input gradation levels within a first voltage range based on the transmittance characteristics in the transmissive display part, and in the case where the detected brightness is higher than the threshold value, the voltage setting unit selects a second mode to set the pixel voltage relative to each of the input gradation levels within a second voltage range lower than the first voltage range based on the reflectance characteristics in the reflective display part.