Here’s a handy guide for those ambitious neo-pharmacists ready to get busy-beavering away on placebo production for the brave new world. This piece in Wired has a full-color diagram showing what colors your pills should be for maximum efficacy: happy pills should be yellow, calming pills should be green. Oh, and more expensive pills work better – so don’t let any ethical qualms interfere with your profit margin. Set those street prices high! And a truly enterprising soul could dig up the list of 679 physicians polled in a recent study – half of them admitted to regularly giving patients fake pills. Voila! Ready-made marketing email list!