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. A reliable operation with a reduced production cost is achieved by a combination of features, wherein two portions of the disc extend in a disc plane on both sides of the pivoting axis, the permanent magnet is attached to the disc and extends across the pivoting axis, the turning angle of the disc is less than 180°, the magnetic drive system has a single electromagnet and a driving tip of its ferromagnetic core is located sidewise of the pivoting axis such that in each of the operating positions one of the poles of the permanent magnet is directed towards the driving tip and the driving tip is in one of the operating positions rearward and in the other of the operating positions forward relative to the disc plane.