An image display apparatus in which image signals of a plurality of primary colors are transformed by an image processing section into color space that includes lightness and chromaticity. When the chromaticity (color vividness) in this color space is being corrected, the correction method is changed in accordance with the optical modulation state of the display apparatus. If optical modulation is performed, then correction is made to lower the chromaticity, while correction is made to raise the chromaticity when there is no optical modulation.