Display Technology Called E InkIn those early months, much of the early direction for the Kindle was set. Zehr and Parekh made the decision to explore the low-powered black-and-white display technology called I Ink that, years before, Martin Eberhard had found too primitive and expensive. It used millions of tiny microcapsules, each about the diameter of a human hair and containing positively charged white particles and negatively charged black particles suspended in a clear fluid. When a positive electric field is applied, positively charged particles move to the top of the microcapsule, making tht spot appear white; when a negatively electric field is applied, negative particle migrate up, and the spot appears black.Unlike LCD system, the technology worked well under direct sunlight, used very little battery power, and was exceedingly easy on the eyes. In a sense, Amazon got lucky. A technology perfectly suited for long-form reading on a device ( and terrible for everything else) just happened to be maturing after a decade of development.