Saturation
The point at which a solvent can dissolve no more of a solute โ and, metaphorically, the point at which a market, mind, or system can absorb no more of something.
Origin
Saturate means 'fill until no more will fit.' A glass of water dissolves sugar happily until it doesn't; the extra sits at the bottom. Heat usually increases solubility (which is why supersaturated solutions exist briefly, then dramatically crystallize). The fat-chemistry sense โ saturated vs. unsaturated fats โ is unrelated etymology but related concept: saturated fats have all the hydrogen bonds they can hold.
Modern usage
Used across business ('market saturation'), media ('saturation coverage'), and color ('high-saturation reds'). 'Reaching saturation' is the standard phrase for diminishing returns. The visual-design meaning (color intensity) is now arguably more common than the chemical one.
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