Abstract— Despite a steep increase in commercial devices comprising paper‐like displays, a much desired feature is still missing: bright full‐color electronic paper. A new reflective‐display technology has been developed to solve this issue. For the first time, the principles behind this in‐plane electrophoretic technology will be presented, which enables the realization of full‐color reflective displays with a higher brightness than presently available e‐paper technologies, without compromising paper‐like properties such as viewing angle and ultra‐low power consumption. An additional major advantage (e.g., for future low‐cost manufacturing) is that, besides direct‐drive and active‐matrix configurations, a passive‐matrix option with analog gray levels has been successfully developed.