Pigment is what gives a paint its hue. how much of it is in the recipe or ingredients of a particular tube of paint is known as the pigment loading. Cheaper brands will save manufacturing costs by having less pigment in the mix and more fillers and/or binders. A color with a low pigment loading has less covering power and less impact when mixed with others; it feels weak, diluted. Conversely, one with a high loading will have an intensely saturated color, and a little goes a long way in a mixture.
