Changing the colors that portage (and paludis) use

[Shadow Skill]

I'd like to change the colours Portage and Paludis use in their output I am using urxvt and zsh, does anyone know how to accomplish this?
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Ware wa mutekinari.
Wa ga kage waza ni kanau mono nashi.
Wa ga ichigeki wa mutekinari.

"First there was nothing, so the lord gave us light. There was still nothing, but at least you could see it."

[yabbadabbadont]

A quick search (using the forum search no less ) turned up:

https://forums.gentoo.org/viewtopic-t-427948.html
and
https://forums.gentoo.org/viewtopic-p-3606973.html#3606973
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