New color-adjusting technology from Philips Components enhances luminance and color saturation in transflective liquid-crystal displays with no significant increase in power consumption. First demonstrated during October's Combined Exhibition of Advanced Technologies in Chiba, Japan, the breakthrough color technology couples the advantages of reflective displays with the inherent strengths of transmissive displays. Peter Hopper, CEO of Philips Components' Mobile Displays Systems, explains: "With reflective and transmissive color technologies, there has traditionally been a trade-off between color performance and brightness. In current LCD technology, a single-color film, or filter, covers each pixel. Generally, thick filters are used for transmissive displays. Reflective displays utilize thin filters because the light passes the filter twice. If a filter is thin, it enables good reflectance but color saturation is worse, creating a washed-out look. On the other hand, if the filter is thick enough to allow for better color saturation, its poor reflectance results in too dark a picture." The color-adjusting technology optimizes these tradeoffs, ensuring that neither brightness nor color performance is sacrificed. With this technology, a corner of the pixel filter is made thinner than the rest of it, allowing light to pass through the filter unimpeded and without adding color. As a result, color saturation is improved through the thicker color filter. Reflectance is equally improved as a result of the filter's partial reflectance "window." Developed at Philips' Japan Innovation and Technology Center, the color-adjusting technology can be customized for a color setting depending on customer application. Contact Kazuko Suzuki of Philips Japan, +81 2 3740 5221, or email@example.com.