this invention relates to an non - emissive display device which is arranged to operate using electro - optical modes , said display device comprising at least one individually addressable pixel , wherein at least one of scattering and absorption of light is arranged to occur within said pixel . the device comprises means for monitoring a grey scale level within said at least one pixel , means for adjusting the grey scale level of said pixel and means for feeding grey scale information from said monitoring means to said adjusting means in order to control said adjusting means . the invention also relates to a method of driving a pixel of such a non - emissive display device .