An electrophoretic display device has a first substrate that defines a plurality of sub-pixel areas; with shaped pixel electrodes formed in the sub-pixel areas. A second substrate is attached in facing relation to the first substrate during mass production. The second substrate has color filters of different colors (e.g., R, G, B). The areas of the color filters are less than the areas of their corresponding sub-pixel electrodes so as to thereby avoid or reduce a color mixture effect that may arise from mass production misalignment between the first and second substrates. In one class of embodiments, area consumed by the color filters is less than about 75% but more than about 45% of area consumed by respective pixel areas. Each pixel area comprises a white (W) sub-pixel area in addition to the differently colored sub-pixel areas (e.g., R, G, B).