To provide a reflective and luminescent dual color display apparatus which can perform favorable color display in any environment without depending on the brightness of ambient light.

The reflective and luminescent dual display apparatus has an optical shutter layer 9 which controls transmission of visible light and a reflection layer 3 which is formed in a lower layer than the optical shutter layer 9 and which reflects visible light to the observer side. The apparatus is equipped with a light emitting means 5 which emits visible light in various wavelength bands depending on the position on the plane for color display, and a color filter means 19 which transmits visible light in various wavelength bands depending on the position on the plane for color display. The light emitting means 5 and the color filter means 19 are disposed so as to emit and transmit visible light in the same wavelength band in one place on the plane.