— Although the common twisted‐nematic liquid‐crystal displays (TN‐LCD) has excellent contrast and low color dispersion, it suffers from small viewing angle when driven into the homeotropic state. Among the many techniques proposed, in‐plane switching (IPS) has been quite effective in improving viewing angle. However, there may be difficulty in adopting conventional IPS to higher‐definition displays because it suffers from limited storage capacitance and reduced transmittance. A new comb‐on‐plane switching (COPS) electrode design is proposed. Compared to conventional IPS, COPS allows for lower switching voltage and offers advantages including naturally scalable storage capacitance, wide viewing angle with TN‐like high transmittance, and low color dispersion.