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The relative lightness or darkness of a color

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Degree of darkness of a color

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The surface look or feel of something

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Reflects more light and
therefore is a more intense color.

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By incorporating the use of space
in your design, you can enlarge or reduce the visual space.

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(3D)The shape and structure of something as distinguished from its substance or material.

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(2D)The two-dimensional contour that characterizes an object or area.

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Reds, oranges, yellows

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Blues, Purples, Greens

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Represents dignity, formality, stability, and strength

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Represents calm, peace, and relaxation

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Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling
or mood

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Represents action, activity, excitement, and movement

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A pale or faint variation of a color

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Absorbs more light and
therefore appears darker.