Cholesteric liquid crystals produce reflection or transmission which is selective with regard to both polarization and wavelength. Thermal fracturing of the polymer form of cholesteric liquid crystals creates a new form called flakes. Light-, scanning electron-, and atomic force microscopies confirm that these cholesteric flakes maintain the same periodic structure that is responsible for the selective optical effects of the unfractured cholesteric.Because they can be mixed with a host and because of their color gamut, cholesteric flakes are being developed as a new kind of paint. Applications for cholesteric flake paint focus on its ability to selectively reflect one handedness of circular polarization within a narrow wavelength band and on its ability to produce a wide color gamut by classic color additivity. Colorimetric techniques specify the chromaticity of this new type of colorant which is both polarization- and angle-sensitive.