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• Absorption refers to a material's taking in of light and not reflecting it back
• When light strikes a black surface, it is absorbed by the surface and nothing is reflected
• Transmission refers to the passing of light through some materials
• Transparent materials allow all light to pass through them, like clear plastic and a drinking glass
• Translucent materials allow some light to pass through them, like stained glass and frosted windows
• Opaque materials do not allow light to pass through them, examples include hollow blocks, wooden doors, and mirrors
• Optics is the study of the refraction, reflection, absorption, and transmission of light
• When light strikes matter, some or all of the energy in the light can be transferred to matter
• When light is transmitted through matter, it can be refracted or scattered
• Refraction refers to the bending of light as it passes through different materials
• Reflection refers to the bouncing back of light when it hits an object
• This information helps businesses understand their customers' needs, preferences, and pain points, which can inform product development, pricing strategies, and promotional campaigns.