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Originally Posted by ProDigit
From the video on the first page, it is clear they are using an LCD screen without backlight on a white background.
The reason of low contrast is the polarization filters.
This is something PixelQi is fixing in their screens.
The color mode faces the same issues as PiQi's screens, in that the colors are washed out.
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The description Bridgestone gave suggests that their technology is on electrophoretics. And if you look at the color eInk prototypes they're also dark and washed out. Which makes sense since the screens are already "gray", and color filters have an unfortunate effect of eating light.
As for Pixel Qi, my limited understanding is that they placed the color filters below the reflective element. Which makes the reflective mode essentially black and white. Saturation is entirely dependent on the intensity of the backlight relative to ambient lighting.