Provided is an image display device capable of adjusting an image as a user likes and also confirming an image, and an image adjusting method of the image display device. A storage section 14 stores a plurality of gray scale characteristic data including custom characteristics such that characteristics themselves used for image adjustment can be customized, so a projector 100 have many choices of gray scale characteristics and choices comply with a variety of preferences of the user. Further, an image signal processing section 16 adjusts gray scale characteristics of an image signal with selected gray scale characteristics once an operation to select the gray scale characteristics in a choice picture is done, and projects an image based upon the adjusted image signal, so the projector 100 projects an image on which the adjustment contents are reflected as a background of the choice picture in the stage of selecting the adjustment contents. |