'Why was yellow hated and stripes considered dangerous?' Design historian Yukumasa Matsuda releases new book 'Adventure of Chain' on May 27th.

Kawade Shobo Shinsha (Shinjuku, Tokyo; Representative Director: Yu Onodera) will release 'Adventure of Chain: A History of Discovering Relationships and Design' by Yukumasa Matsuda (3,520 yen including tax) on May 27, 2026.

Yukumasa Matsuda has been at the forefront of graphic design for over 40 years. Known not only for his stylish designs but also as a highly erudite intellectual, Matsuda interprets the 'strange causality' hidden within vast archives of graphics from throughout history. Through the lens of design, he unravels the 'chain' of human history and culture.

For example, 'stripe patterns' and the color 'yellow,' which are familiar today, were once avoided in certain times and regions, with their meanings drastically shifting alongside changing values. The book also addresses modern issues such as recurring wars and escalating discrimination, reframing them through the choices and structures of historical events.

Furthermore, the book includes a physical gimmick unique to printed media. When shifting the edges to the left, the 'Girl with a Pearl Earring' appears; shifting them to the right reveals the cover art of the first issue of 'The Yellow Book.' The work features playful visual effects created by printing pages with subtly different widths.