We refer to a display having normally open elements as a positive image display, which has dark activated segments on a light background. Similarly, a display having normally closed elements is referred to as a negative image display, which has light (clear) activated segments on a dark background. The orientation of the front and rear polarizer films on the LCD cell determines whether the display features a positive (crossed polarizers) or a negative (parallel polarizers) image viewing mode.

The contrast ratio and transmission of an LCD is primarily determined by the polarizing efficiency and the percent transmission of the polarizer films. Cell spacing, drive voltage, drive frequency, the wavelength of light, and temperature, also affect the display transmission and contrast ratio.

Examples of different viewing modes can be seen in our "Picture" section.