Sequential asymmetrical colour matching of forty Munsell samples simulated under illuminant C and one of eight test illuminants was carried out. The subjects matched the appearance of each sample under illuminant C with its appearance under the test illuminant. Samples and background (N7) were presented for 1 s under the test illuminant and were isoluminant with each other. Subjects adjusted hue, chroma, and value under illuminant C. The experiments distinguished two groups of subjects; some observers needed to reduce the luminance of the sample to make a match while others did not. This ‘dimming’ occurred when the matches were close to cardinal axes, especially the tritanopic confusion line. A model of luminance and cone-opponent mechanisms contributing to brightness can account for the dimming effect. Details of analysis in cone-opponent space (L-M, L+M-S, L+M) are presented in the companion paper (Stanikunas et al, 2005 Perception34 this issue).