When spectral light increases in luminance, the hues change. Normally, long-wavelength light becomes increasingly yellow, and short-wavelength light turns blue or blue-green. This is known as the Bezold-Brücke hue shift. Less notice has been paid to the change in relative chromatic content (saturation or chromatic strength) that accompanies these shifts in hue. As luminance contrast increases from zero, chromatic strength increases to reach a maximum at a luminance that is wavelength dependent. Short-wavelength blueish light reaches this maximum at low relative luminances, whereas midspectral yellowish stimuli need several log units higher luminance. Red and green are somewhere in between. For luminances above this maximum, the chromatic content usually diminishes, and most light becomes more whitish in appearance. In this study it is demonstrated how the combined chromatic appearance of hue and chromatic strength change with intensity. Both phenomena find a common physiological interpretation in the nonlinear and nonmonotonic responses of colour-opponent P cells in the retina and lateral geniculate nucleus of the primate. A model that combines the outputs of six P-cell types accounts for observers' estimates of hue and chromatic strength.