in pro-e Wildfire 2.0 colour app is separate from model setup, both on the view menu.
OK, turns out it's
view color-appearance (this gets you the appearance editor)
assignment, you pick the surface you want to apply the texture to, then click OK to "un-freeze" the next menu choice.
material new
"map"
3 buttons - bump, color texture, decal
i tried "bump", the big square button, and this took me to a window named "appearance placement"
then -- texture add
- * * now * * * you get to pick an image file.
OK so i do this. it maps as a gray-scale negative of the original JPEG image.
OK so i went back to "color texture". That image mapped in color, though, strangely, flipped horizontally, like a mirror image.
"decal" works similarly to "color texture".
depending on the aspect ratio of the surface you're mapping the image to, in some cases the image is stretched, as opposed to left with the same proportion, and tiled.
in any case, good enough for now. thanks for the help !