Embodiments of a process including determining a position of an observer relative to a pixel array positioned on a diffuse surface, the pixel array comprising a plurality of individual display pixels, determining the observer's viewing angle relative to the pixel array based on the position of the observer relative to the pixel array, and adjusting the brightness of the pixel array so that the brightness of the pixel array when viewed at the observer's viewing angle substantially matches the brightness of the diffuse surface when viewed at the observer's viewing angle. Other embodiments are disclosed and claimed.