Dimming technologies have been used in liquid crystal display (LCD) products, especially for mobile applications, to reduce power consumption. It is widely known that dimming technologies tend to degrade the color accuracy. This article, however, presents that color performance of a dimmed LCD is better than a conventional one. We show a max method, one of dimming methods, converting an input digital data into higher values that have less color shift phenomenon. We propose how to compare the color performance of original and dimmed colors based on a modified standard. The average value of measured Delta u'v' of 25 dimmed colors was 0.0040, whereas that of the original colors was 0.0190. In addition, the average value of measured Delta E-ab* of 25 dimmed colors was 2.40, whereas that of the original colors was 9.24. The measured results prove that the dimming technology can make LCD better in not only power consumption but also color performance. This article is the world's first report that breaks the usual stereotype on dimming technologies. This work proposes a dimmed LCD as a standard color display. (C) 2013 Wiley Periodicals, Inc.