Thermochromic displays that accomplish a thermochromic transition in less than 100 milliseconds are described. This rapid response time is accomplished by including conductive structures within the thermochromic display and placing the conductive structures in direct contact with and/or proximate to a thermochromic layer. The conductive structures can be disposed between the thermochromic layer and a film that carries the message to be produced. Because of the high thermal conductivity of the conductive structures, heat can be conducted to and/or conducted away from the thermochromic layer much more rapidly than in the absence of conductive structures.