Why and how does color motivate, trouble, persuade, and feed our spirits? How does Pantone decide upon the “color of the year” and does it involve alcohol—a mimosa, say, or a Bombay Sapphire martini—and/or a dartboard? Why do we feel giddy when walking by the Farrow & Ball emporium that is soon to open a few blocks from UnBeige HQ (hint: paint colors like “Dead Salmon,” “Mouse’s Back,” and “Clunch”)? Answers to these questions and many more are on the agenda at Print magazine’s first ever Color Conference, a three-day confab that kicks off on October 4 at the Art Directors Club in New York. Among the creative thinkers and experts in visual culture scheduled to “reveal their passion for color, their processes, and their ideas on how color connects us all” are Leatrice Eiseman of the Pantone Color Institute, Pentagram’s Eddie Opara, and Cooper-Hewitt director Bill Moggridge, whose tireless engagement with the design community leads us to believe that he has managed to transform his ground-breaking GRiD Compass laptop into some sort of time machine that allows him to be in many places at once. Registration is now open, so sign up for the conference here by September 15 to save $30 on the $595 registration fee. And whatever you do, don’t wear beige.