• Hue
  • refers to color families (like red, green, or blue)
  • Value is a color’s lightness or darkness.
  • Value is key to creating contrast in your designs. For example, a color with a lighter value stands out against a dark background, which can make a design easier to see.

• Saturation
  • refers to the intensity and richness of color.
  • Think of the highest saturation as the purest form of a color.
  • For example, red, at its most saturated, is bold and bright. You can soften pure red by lowering the saturation and making it appear more muted. Lowering the saturation all the way would leave you with shades of grey, like a black and white film.
  • Highly saturated colors are great for grabbing a user's attention. Think of neon signs, highlighters, and sirens—all of which use intense saturation to emphasize their importance.

• Orientation
  • refers to the layout of your design.
  • Orientation often corresponds with the platform or device you are designing for.
  • Some devices aren’t oriented horizontally or vertically.
  • Smartwatches, for example, are usually square, so smartwatch app designers need to take that into account. You can think of orientation as a grid that helps you plan your designs to fit within different shapes.

• Intrinsic interest
• refers to how eye-catching a visual element is to users.
• Certain design elements, like logos or animations, are meant to grab a user’s attention.
• For example, in the image above, the chapter title is big and bold, drawing the reader’s focus. The text of the chapter, on the other hand, is smaller and more readable.