There is provided a lateral flow assay device for detecting the presence or quantity of an analyte residing in a test sample where the lateral flow assay device has a porous membrane in communication with a wicking pad. The porous membrane has a detection zone which has a chromophore configured to chemically react with an analyte or a secondary trigger or a reaction product from the analyte and a trigger generating reagent(s), to generate a visually detectible signal. Additional chrmophore zones may be located downstream from the first chrmophore zone to generate signals of varying color. Scavenging zones may be included between chromophore zones to attenuate the signal by reacting with the analyte without generating a visually detectable signal.