Just as HP is leading the transition to individually tailored content consumption for printed media with variable data printing from its digital presses, it is also actively pursuing full-color reflective display technologies as an electronic media in support of low-power applications for digital content consumption. A great challenge in realizing the potential of reflective electronic media is achieving vivid full colors that match or exceed the color gamut described by printing standards such as the Specifications for Newsprint Advertising Production (SNAP). Based on the principles of color printing, a stacked device design using a novel electrokinetic architecture has been proposed that offers the potential for achieving or exceeding SNAP's color gamut. Proprietary electrically addressable imaging fluids (electronic inks) have been developed to support such design. Electronic inks with CMY primary colors have been demonstrated to exceed the chroma values of SNAP in a single layer. Integrated into a stack of electro-optic layers employing HP's electrokinetic architecture, these inks have enabled a reflective full-color electronic media demonstrator built on roll-to-roll manufacturing platform with a color gamut approaching that of the SNAP standard. In this paper we report the development of full color electronic inks and demonstration of stacked full color reflective segmented and pixilated active matrix devices.