In this keynote the focus is on mapping out the landscape of benefits provided by multi–primary printing and on highlighting some of the major challenges that stand in the way of harnessing its potential. A brief introduction to three and four primary printing and the business needs for multi–primary printing is followed by an enumeration of potential benefits that printing with more than three primaries has. Next some of the key challenges of using larger numbers of primaries are discussed and finally examples are given of future opportunities opened by multi–primary printing.