LIQUID CRYSTAL DISPLAY DEVICE

A liquid crystal display device includes a first substrate, a second substrate, a vertical alignment liquid crystal layer, and a plurality of pixels. Each of the pixels includes a reflective region for performing display in a reflection mode. The first substrate includes a reflective electrode including a first region located within each of the plurality of pixels and a second region located between any two pixels, of the plurality of pixels, adjacent to each other, a transparent insulating layer provided to cover the reflective electrode, and a pixel electrode formed from a transparent conductive material and provided on the transparent insulating layer in each of the plurality of pixels. The second substrate includes a counter electrode. Voltage of the same polarity is applied to the liquid crystal layer of any two pixels, of the plurality of pixels, adjacent to each other along a row direction, any two pixels, of the plurality of pixels, adjacent to each other along a column direction, or all of the plurality of pixels. A time average of voltage applied between the pixel electrode and the reflective electrode is substantially the same between a maximum gray scale display state and a minimum gray scale display state.