Color is a visible technology that invisibly connects so many puzzling aspects of modern Western consumer societiesresearch and development, making and selling, predicting fashion trends, and more. Building on Regina Lee Blaszczyks go-to history of the color revolution in the United States, this book explores further transatlantic and multidisciplinary dimensions of the topic. Covering history from the mid nineteenth century into the immediate past, it examines the relationship between color, commerce, and consumer societies in unfamiliar settings and in the company of new kinds of experts. Readers will learn about the early dye industry, the dynamic nomenclature for color, and efforts to standardize, understand, and educate the public about color. Readers will also encounter early food coloring, new consumer goods, technical and business innovations in print and on the silver screen, the interrelationship between gender and color, and color forecasting in the fashion industry.
I. Foundations: Industry and Education
1. Coloring the World: Marketing German Dyestuffs in the Late Nineteenth and Early Twentieth Centuries
2. Learning to See with Milton Bradley
II. Gender and Color
3. Real Men Wear Pink? A Gender History of Color
4. New Words and Fanciful Names: Dyes, Color, and Fashion in the Mid-Nineteenth Century
5. Lets Go Shopping with Charles Sanders Peirce: Color Scientists as Consumers of Color
III. Ringmasters to the Rainbow: Color Inventions and Visual Culture
6. Movies Meet the Rainbow
7. Glamour Pink: The Marketing of Residential Electric Lighting in the Age of Colƒ'
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