Printable shelf label having a liquid crystal display

A method of making a programmable shelf tag, comprising the steps of: a) providing a display element having a single flexible transparent substrate, one or more first transparent conductors located on the substrate, a layer of polymer dispersed material located over the first conductor(s), the polymer dispersed material being responsive to an applied electric field for displaying information and having first and second optical states that are both stable in the absence of an electrical field, one or more second conductors located over the polymer dispersed layer for applying the electric field to the polymer dispersed material between the first and second conductors and a plurality of display contacts located on the backside of the display for making electrical connection to the first and second conductors of the display; mounting the display element substrate side down in a window formed in a web of adhesive backed print medium having a die cut area around the display element to form an adhesive label that includes the display element; printing static information on the label of the print medium; providing a support for mounting the adhesive label, the support including a plurality of support contacts having first conductive portions for providing contact to the conductors of the display element and a second conductive portions in an area outside the adhesive label for making electrical contact with the display from the front of the display element, the support including a layer of conductive adhesive over the first conductive portions of the support contacts; and attaching the adhesive label to the support such that the display contacts are in electrical contact with the support contacts via the conductive adhesive, whereby the first and second conductors are electrically addressable from the front side of the display assembly.