He hired scientists skilled in tracking eye movements to prove that yellow-page readers flipping through directories were drawn to full-color ads.

FORBES: Companies, People, Ideas

The Sydney Morning Herald came up with a nifty idea by framing its front page in a yellow border.

BBC: Cycling fans' endurance rewarded

When the cobrowser has Zbubbles, the screen carries a tiny gray "z" that turns yellow whenever it hits a Web page that has been tagged as offering, or even mentioning, a product for sale.

FORBES: Window Shopping