What does saturation refer to in color?

Saturation in color theory refers specifically to the intensity or vividness of a color. It describes how pure or muted a color appears. A color with high saturation is bright and eye-catching, while a color with low saturation appears more washed out or dull. Understanding saturation is crucial in advertising design because it impacts how colors evoke emotions or draw attention.

For instance, if a designer chooses a highly saturated yellow, it will stand out more than a pale or pastel version of yellow, which may convey a very different feeling or message. Thus, the correct choice accurately captures the concept of saturation as it relates to color in design.