OMG just-try-it

export LESS_TERMCAP_mb=$'\E[01;31m'
export LESS_TERMCAP_md=$'\E[01;31m'
export LESS_TERMCAP_me=$'\E[0m'
export LESS_TERMCAP_se=$'\E[0m'
export LESS_TERMCAP_so=$'\E[01;44;33m'
export LESS_TERMCAP_ue=$'\E[0m'
export LESS_TERMCAP_us=$'\E[01;32m'

man ls

Visto en: http://nion.modprobe.de/blog/archives/572-guid.html