What color property describes its purity and intensity?

The property that describes a color's purity and intensity is saturation. In color theory, saturation refers to the degree to which a color is vivid and free from dilution with white or gray. A fully saturated color is bright and vibrant, while a less saturated color appears more muted or washed out. This characteristic is crucial in design as it influences the visual impact and emotional response of the audience to a piece of work.

Understanding saturation helps designers make informed choices about color palettes, ensuring that the intensity of colors used aligns with the message and mood they wish to convey. Higher saturation typically leads to more energetic and striking visuals, while lower saturation can evoke feelings of calmness or subtleness. This makes saturation an essential consideration in digital communication and design.