144 p. : 24 x 28 cm Explains the emotional response to color and covers the latest guidelines for effective color combinations, including the integration of color trends Includes index Color families : Red ; Orange ; Yellow ; Brown ; Blue ; Green ; Purple ; Neutrals ; White ; Black -- Color in the marketplace : About advertising ; For brand image and identity ; In packaging ; At point of purchase and displace ; On visual presentations -- Spinning the color wheel -- The rank order of color : Dominant, subordinate, accent ; Defining the message ; Cues for color combinations -- Creating moods with color combinations -- Trends: the future is not what it used to be : Guidelines for spotting trends -- Color conversions : ink color formulas for printing