PURPOSE: To provide a liq. crystal driving device appropriately displaying and driving the white-balance of color liq. crystal.

CONSTITUTION: A signal side driving circuit 1 selects properly a driving voltage V1 and a driving voltage V3 according to display data and a scanning inverting signal to supply it as a display driving signal to respective signal lines SR1, SG1, SB1. At this time, the timing of a driving circuit RC for an R signal is performed by being synchronized with a latch signal L, the timing of a driving circuit GC for a G signal is performed by being synchronized with a display timing signal PG and the timing of a driving circuit BC for a B signal is performed by being synchronized with a display timing signal PB. Thus, the white-balance is appropriately adjusted by adjusting impressing timings of display driving signals of G and B while making R in which the value of (an effective voltage V rms - a transmissivity T) is smallest as a reference and by making transmissivities Ts of R, G, B equal while adjusting effective voltages Vs rms OF R, G, B.