The first true chromatography is usually attributed to the Russian-Italian botanist Mikhail Tsvet.  Tsvet applied his observations with filter paper extraction to the new methods of column fractionation that had been developed in the 1890s for separating the components of petroleum. He used a liquid-adsorption column containing calcium carbonate to separate yellow, orange, and green plant pigments (what are known today as xanthophylls, carotenes, and chlorophylls, respectively). The method was described on December 30, 1901, at the 11th Congress of Naturalists and Doctors (XI съезд естествоиспытателей и врачей) in Saint Petersburg. The first printed description was in 1903, in the Proceedings of the Warsaw Society of Naturalists, section of biology.  He first used the term chromatography in print in 1906 in his two papers about chlorophyll in the German botanical journal, Berichte der Deutschen Botanischen Gesellschaft. In 1907 he demonstrated his chromatograph for the German Botanical Society. Mikhail's surname "Цвет" means "color" in Russian, so there is the possibility that his naming the procedure chromatography (literally "color writing") was a way that he could make sure that he, a commoner in Tsarist Russia, could be immortalized.
In a 1903 lecture (published in 1905), Tsvet also described using filter paper to approximate the properties of living plant fibers in his experiments on plant pigments—a precursor to paper chromatography.  He found that he could extract some pigments (such as orange carotenes and yellow xanthophylls) from leaves with non-polar solvents, but others (such as chlorophyll) required polar solvents.  He reasoned that chlorophyll was held to the plant tissue by adsorption, and that stronger solvents were necessary to overcome the adsorption.  To test this, he applied dissolved pigments to filter paper, allowed the solvent to evaporate, then applied different solvents to see which could extract the pigments from the filter paper.  He found the same pattern as from leaf extractions: carotene could be extracted from filter paper using non-polar solvents, but chlorophyll required polar solvents.
Tsvet's work saw little use until the 1930s.