An image display apparatus has an image display medium and a voltage applying section. The image display medium has a top-plane substrate and a back-plane substrate. The top-plane substrate has a transparent display-side electrode whose entire surface is uniform, formed on a transparent substrate. The back-plane substrate has an inner electrode and an outer electrode, formed on a substrate. Conductive colored particles, whose color is different from a color of the inner electrode, are enclosed between the top-plane substrate and the back-plane substrate. The voltage applying section has a DC power source, a first switch, a second switch, and a control unit. When the color of the inner electrode is displayed, the control unit controls the first switch such that the inner electrode is connected to the DC power source, and controls the second switch such that the outer electrode is grounded. Then, the colored particles move reciprocally and move to the outer electrode.