More than any other artist of his generation, John Baldessari explores the relationship between reading and seeing, between language and image, culminating in his most recent work series Prima Facie. In this new artist’s book, he juxtaposes 16 colour plates which American companies attribute to their corporate colours: ‘calm‘, ‘heaven‘ or ‘mudslide‘. The affective perception of the respective sound values and linguistic contents create an almost lyrical web of correspondences, poetically continuing the strict conceptual art of the 1970s.