The colour swatches shown for the Earthborn pigments (NB as usual, these are just a guide) are taken from the official Earthborn chart which shows 75g of each pigment mixed with 1 litre of Earthborn White Clay Claypaint. Their old charts (there are still some of them on the web) used to be pigment mixed into Earthborn Wallglaze so they looked a lot stronger. It is, of course, quite OK to mix the pigments into either a glaze or a varnish to achieve a very intense colour.