AbstractReflective displays are advantageous in applications requiring low power or daylight readability. However, there are no low‐cost reflective technologies capable of displaying bright colors. By employing photoluminescence to more efficiently use ambient light, we created a prototype display that provides bright, full color in a simple, low‐cost architecture. This prototype includes a novel electrokinetic shutter, a layer that incorporates patterned luminescent red, green, and blue sub‐pixel elements, and a novel optical out‐coupling scheme. The luminescent elements convert otherwise‐wasted portions of the incident spectrum to light in the desired color band, resulting in improved color saturation and lightness. This prototype provides a color gamut that is superior to competing reflective display technologies that utilize color filters in single‐layer side‐by‐side sub‐pixel architectures. The current prototype is capable of switching in <0.5 s; future displays based on an alternative electro‐optic shutter technology should achieve video rate operation. A transflective version of this technology has also been prototyped. The transflective version utilizes its backlight with a power efficiency that is at least three times that of a conventional liquid crystal display. These photoluminescence‐based technologies enable a host of applications ranging from low‐power mobile products and retail pricing signage to daylight readable signage for outdoor advertising segments.