Richard Adams

A primer on the foundations of color communication. By Terri McConnell In the ideal world…the brand manager for a new line of lunch-box juices envisions his Citrus Cooler eight-pack carton: a brilliant, sun-ripened orange on a soft, butter-yellow field with the Florida Fun logo emblazoned in warm, metallic gold. The designer, working from the manager's creative brief, mocks up the package using his favorite DTP programs, and e-mails the concept to the manager as a PDF file. The manager views the PDF on his PC monitor, and sends a note back: "Perfect! Let's see a prototype on Tuesday." The designer forwards the PDF to