I've been doing city stop n' go driving to/from work since I got my car last week. My MPG is less than 30 on most trips! What am I doing wrong?

Is the trick to slowly accelerate to 40 miles per hour then take the foot off the accelerator and just glide for a while?

Or is the trick to avoid decelerating and accelerating as much as possible (that is, just try to keep at the same speed)?

Also, if you go to a non-Toyota dealer auto body shop, do they have the exact paint to match your Toyota's color?