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In my personal opinion, while perhaps semi-boring, I think a case colour that is close to the colour of the screen background itself is best. It is least distracting, and doesn't interfere with perception by the whole light-dark optical illusion thing.. and is closer to paper. When you have a paper book, there is a margin of paper around the text.. so this would be more of the same by having a bezel that is close in colour.
For my personal comfort I find "dark" bezels to be too jarring with the contrast. To illustrate, I have a white Macbook. I love that it has a white bezel. Less contrast shift between the bezel and the screen. I really really like that it's all matte white. It lets me look at the screen without being distracted by lights and chrome and polished plastic. Likewise the same goes for monitors with silver bezels rather than black bezels. Ebook readers would be no different.
So I think white is probably the best PP colour to choose from. Best would be "smoke grey" or "gunmetal grey" or something like that.
Of course, this is not a hard and fast rule. Some people like mid-tone colours because they are more "fun". Witness the original Nintendo GameBoy Advance as an example. It came in purple.
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