A pigment used as a test for acidity and alkalinity. Litmus paper turns red in acid and blue in an alkaline solution. Litmus is prepared from lichens like Roccella tinctoria. Figuratively, a litmus test is a decision in which a single factor is the determinant.

A mixture of pigments extracted from certain lichens that turns blue in basic solution and red in acidic solution.

"blue dye-stuff obtained from certain lichens," early 14c., lit-mose, probably from an Old Norse word related to Norwegian dialectal litmose, from Old Norse lita "to dye, to stain" [..]

A model for predicting the sales over time of a new (typically frequently purchased) consumer product using pretest market data. The approach views a potential customer as moving through the stages of awareness-trial repeat. It incorporates explicitly the effect of advertising and promotion on awareness and trial of the product. The model's pa [..]

A colouring material (obtained from lichens, a composite organism consisting of fungi) that turns red in acid solutions and blue in alkaline solutions. It is used as a very rough acid-base indicator.

(uncountable) A dyestuff extracted from certain lichens, that changes color when exposed to pH levels greater than or less than certain critical levels. A simple test of acidity in a liquid using [..]