A wavelength selective reflection display (10) comprises a wavelength selective reflection medium (20) and a backing member (30) having a first, non-reflective optical state, and a second, reflective optical state. Both the wavelength selective reflection medium (20) and the backing member (30) are divided into pixels (40, 50, 60), and the backing member (30) is switchable between its first and second optical states on a pixel-by-pixel basis. The pixels of the backing member (30) are substantially aligned with those of the wavelength selective reflection medium (20).