Business Art Terms
Quick Reference


color A very general term. Color is well defined by the traditional terms of hue, value, and saturation. It can be helpful to define these catagories in terms of a scale of 1 - 10.

hue What most people think of when they name the color of something. Example: "bluish green".

value The lightness or darkness of a color.

saturation The purity (intensity) of a color. Think in terms of those bright paint colors in the typical paint set. The colors are pretty pure until you mix some black or some contrasting color that "muddies" the paint. Example: a red strawberry is a pretty saturated red.

contrast range of value or hue. Example: "At night, the full moon was in stark contrast to the rest of the scene, where there wasnt much contrast at all.

comp (comprehensive) A rough conceptual sketch that conveys an idea rather than a layout or design. General composition may be established, but the emphasis is on the idea. This is usually done in black and white, or the very simplest of colors. This is subject to approval by clients before going to final design/ execution. Thumbnails are the simplest and smallest versions of comps.



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