A significant reduction of the power consumption of a liquid crystal display can be achieved either by application of a lower driving voltage or - even more effectively - by use of a holographically structured reflective scattering type of display without colour filters. The first option requires strongly polar materials with extremely high reliability, the second one new types of liquid crystals with a birefringence as high as possible in order to optimize the scattering effect. A molecular modeling based method for the prediction of reliability parameters is presented.