AbstractIn this study, simultaneous brightness contrast was investigated using three different devices: 2D (paper), 3D (space), and D‐up. The paper stimuli were made by printing papers, the space stimuli were produced by illumination in a two‐rooms experimental booth, and the D‐up stimuli were shown to subjects using a D‐up viewer. The brightness of test patches was judged by the amounts of whiteness and blackness. The results were different among the devices; however, if the whiteness of the test patches was plotted for the luminance contrast of the test patch versus the surround, all the data points were expressed by nonlinear equations. Data from the space stimuli were expressed by only one equation; those from the paper stimuli were also expressed by the nonlinear equation but with different coefficients for each test patch. The results from D‐up were between those of the space and paper experiments. All the results were explained in relation to the hypothesized illuminated space over the surrounds. The difference among devices was explained by the whiteness of the surround being transferred to the illumination.