Is the amount of light or dark in a color, regardless of hue. Middle values are half way between a tint and a shade. Darker values have a more advancing quality. Economic depression makes a person revert back to the palette they're actually living in, rather than the palette that would correct it. Appeal to high income groups.
Yuppies use color in their environment in the status above their current position.
Colors that contain a predominance of red or yellow. These colors are stimulating and exciting, and are best used with northern or eastern exposures. Objects in warm colors appear to be larger and closer than they really are. Warm colors are preferred by extroverts over introverts. Toward red and orange, there is an attraction to stimulus.