Add black to a hue to produce a shade. Add white to a hue to see a tint. Intensity is the brightness or dullness of a color. It is relative to the absolute brightness of a color, that being undiluted color. Change a color's intensity by adding other colors to it.
Value refers to the lightness or darkness of a hue.
This quality is also relative to other colors. Color Your Mood Colors affect our mood. Colors that grab our attention the fastest are those at the warm end of the spectrum, so it's no surprise that the most important element of a design is red or another vibrant, warm color. See if your comments agree with the qualities market researchers associate with color. For a more detailed look at some of our associations with colors, look at the table from the American Color Associates.