For Dummies is an extensive series of instructional books which are intended to present non-intimidating guides for readers new to the various topics covered. Despite the title, their publisher takes pains to emphasize that the books are not literally for dummies. The subtitle for every book is “A Reference for the Rest of Us.” To date, over 1,700 For Dummies titles have been published. The series has been a worldwide success with editions in numerous other languages.
The solution was to abort the yellow and black colors that conjure up a sense of caution for the customer. A bright yet relaxing green was chosen. Not only will it stand out on the shelf but it has a double meaning as in when a person is new at something, they’re called “green.” Each book follows this same pattern: black and white imagery placed over the green background in the Base Nine typeface by Emigre. These are produced just as cheaply, but have a more modern twist.