Abstract: Display element for an electromagnetic display device comprising a frame and a disc mounted to the frame for pivoting of the disc about a pivoting axis, the disc having two differently colored sides, an ON-side the color of which contrasts against the background color of the frame and an OFF-side having a non-contrasting color. An electromagnetic drive system drives the disc from a first operating position where its ON-side is directed towards the main viewing direction to a second operating position where its OFF-side is directed towards the viewing direction. The drive system comprises a permanent magnet attached to the disc and an electromagnet attached to the frame.