What is a key characteristic of color in visual media?

A key characteristic of color in visual media is that it can determine the emotional response of the audience. Color plays a crucial role in how viewers perceive and react to content. Different colors are often associated with specific feelings and messages; for example, warm colors like red and orange can evoke feelings of warmth or excitement, while cool colors like blue can convey calmness or sadness.

This aspect of color is essential in design because it helps communicate a brand's identity, sets the tone for the visual narrative, and influences the audience’s engagement with the material. By thoughtfully selecting colors, designers can significantly impact the effectiveness of their message and the overall experience for the viewer. This understanding underscores the importance of color theory in visual communication and design practices.