"The tiny cells — plasmonic metasurfaces, you know — can be turned on and off with a tiny change in voltage, like an LCD subpixel. But like other reflective displays (and indeed regular paper), it doesn't actually emit any light.
'It isn't lit up like a standard display, but rather reflects the external light which illuminates it," explained Dahlin in a news release. "Therefore it works very well where there is bright light, such as out in the sun, in contrast to standard LED displays that work best in darkness.'"
— TechCrunch, Flexible e-paper display is full color but less than a micrometer thick

Previous color e-paper displays have generally had a sort of washed-out look, and it's hard to say whether this technology would avoid that trap. Dahlin is aware of it, however, and said they're working on achieving the deepest colors they can.

"Utilizing shape memory alloy and integrated sensors, the jacket's hood changes with the wearer's mood, not acting as an analogue to the mood, but attempting to make the wearer aware of the changes."