A concentrated colloidal dispersion is studied by applying an integral equations theory to the colloidal primitive model fluid. Important effects, attributed to large size and charge and to the finite concentration of colloidal particles, are found. We observe a polarity inversion of ζ-potential for concentrated colloidal dispersions, while it is not present for a single colloidal particle at infinite dilution. An excellent qualitative agreement between our theoretical predictions and our computer simulations is observed.