"Concert tickets, magazine adverts and cereal packets could feature interactive moving graphics by 2007, according to German electronics giant Siemens," (via smartmobs)

It's still not like "truecolour" but thinking of all the text on products with all these little warning notices in 25 languages it sounds useful.

New Scientist: The display consists of a layer of electrochromic material sandwiched between two electrode layers. The material changes from one colour to another when stimulated by an electric current.