I looked at the reflectivity rating on the paint colors (often listed on the bottom or back of paint chip strips) before I chose my wall color. I found that a pale yellow had more light reflectivity than white! I ended up using a color called "Havanna Cream" by Behr for most of my house (expcept kid's room/bath). My husband hates yellow, but loves this color. We find it very soothing.