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Once powered on all keys lit up in a defaulting CM purple house coler. ALL keys on the keyboard have little RGB back-light LEDs, these are all selectable in a limited number of colors color and a few animation. With a function key combo you can configure this. 

As you can see, now there's much ambient back-lighting on, based on your preferences you can light up the keys in colors with dimmed stages. It's great to have that option really.  It's good looking set of keys alright. As stated you can also opt to just enable the WASD with RED colors and the arrow or numeric keys in say blue and then save that as a profile from software as well. 

Below a couple of photos of different animated modes, BTW yes the stupid yellow protective plastic I had still not removed here (sorry).