Led rgb & arduino

I want to build an rgb led matrix, but I didn't understand what components should I use to handle many LEDs with a few pins on arduino

I think i have to use shiftpwm but there are so many and I don't understand the differences, for example the 74HC595 can be good?

Are you talking about the pre-built 8x8 RGB matrix boards you can buy like this http://www.ebay.co.uk/itm/1x-8x8-Matrix-RGB-LED-Common-Anode-Diffused-Full-Colour-For-Rainbowduino-E110-/251078718234?pt=LH_DefaultDomain_0&hash=item3a7575331a or building your own? If your building your own then how big will your matrix be? The 74HC595 might work okay for a small matrix but the bigger the matrix the harder it gets.

i want to build my own, about 7x10