Color in photography can be a subject and pursuit in its own right, because it triggers an emotional and aesthetic response like no other. Color is processed not only in the eye but also in the mind - and that makes it personal. In this comprehensive guidebook, bestselling author Michael Freeman takes a completely fresh, thoughtful, and useful look at one of photography's key elements. Color and tonality are now seen as fundamental to the picture-making process, with photographers taking inspiration not only from great colorist photographers, such as Paul Outerbridge and Ernst Haas, but also from the new freedom that modern sensors and processing software give. This book both celebrates and informs the new trend of shooting for color, drawing on Freeman's long experience, both editorially and professionally, in a career spanning the two eras of film and digital color. Clearly and insightfully explains how to achieve not just acceptably good color, but perfect color in alignment with each photographer's own taste and judgment. Offers in-depth advice for advancing creatively through an informed use and choice of color. Examines the role of film, which informs the aesthetic standards that are still followed today.