According to an aspect of the invention, there is provided a display apparatus comprising a plurality of electrofluidic
chromatophore (EFC) pixel cells. Each pixel
cell comprises a fluid holder for holding a
polar fluid and a non-
polar fluid having differing display properties, the fluid holder comprising a reservoir with a geometry having a small visible area projected in the direction of a viewer onto the
polar fluid, and a channel with a geometry having a large visible area projected in the direction of a viewer onto the polar fluid. The channel is connected to the reservoir so as to enable
free movement of the polar fluid and non-polar fluid between the channel and the reservoir. At least part of a surface of the channel comprises a
wetting property responsive to a supply
voltage over the pixel
cell and defining (i) a stable region wherein the supply
voltage stabilizes polar fluid in the channel; (ii) a fill region that controls filling of polar fluid in the channel and (iii) a retract region that controls retracting of polar fluid in the channel. At least two pixel
cell terminals are configured to supply the supply
voltage to at least part of the surface of the channel comprising the
wetting property for supply voltage controlled channel movement of polar fluid. The display further comprises a driver operative to provide controlled column voltages and any of a predefined row select or non-select voltage. A circuit board comprises a row
electrode and a column
electrode each directly connecting the driver to the pixel cell terminals for supplying the supply voltage to the pixel cell terminals as a voltage difference between the row and column electrodes in a passive matrix configuration.