Although the technology was mostly expected to be used in the development of ebooks and magazines it mostly found a home quietly developing electronic signs and self-labels.

In a statement the company said that yellow gives retailers further choices in how they use electronic shelf labels (ESLs) to promote their merchandise and support their branding strategies,. They now have red, yellow as well as black and white. So while Coldplay fans will be happy, Eiffel 65 fans, if there are any still alive, will be sadly disappointed.

While the e-book reader market continues to be an important part of E Ink's business, E Ink is continuing to invest in different applications across a number of different markets. The ESL business has experienced 100% on-year growth for the past two years, and E Ink expects similar growth in 2015 as well, the firm added.

Spectra will be available in the third quarter of 2015.