The term "seven percent yellow" literally means a value of 7% yellow in a CMYK color space. Sarah first heard this term while working for Tempo Magazine as the Art Director. She was designing her first issue of the magazine and wanted a slightly off-white color for the background of an article to give it a vintage feel - her advisor suggested that she change the background color to 7% yellow. After discovering her preference for retro-style graphics, it was only fitting to name her creative studio Seven Percent Yellow.