Liquid crystal displays are now indispensable in everyday life. The display characteristics considerably depend on the configuration of liquid crystal (LC) molecules and interactions between the LC molecules and an alignment film surface. In this paper, we introduce various methods to control parameters that dominate the LC alignment. These parameters include order parameters, the pretilt angle, the director direction, and surface anchoring strength. We also introduce their evaluation methods. In particular, recent alignment film‐free technology is explained in detail. In addition, details of how these parameters are related to the display characteristics, particularly wide viewing angles and fast response characteristics, are described primarily with reference to recent technologies.