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What's the difference between common, uncommon and rare dyes?
A lot of the shininess depends on the base material of metal, leather, or cloth. Also, some of the newer motifs have different textures so they don't dye the same as the older motifs.
However, in general, the rare motifs often are shinier or have a two-color shine to them, like transliminal violet is a purple-gold combo and Blademaster's Mauve is a purple-red combo. They can also have a purer color, such as Coldharbor Ash Black (rare) is normally darker than Thalmor Black (uncommon) or Noxophiliac Black (common) and I'm told that Legate Black is a purer black still but I'm only up to Alliance rank Praetorian, sigh.
Ultimately, what dye is going to look the best really depends on the material of the motif or the costume you are trying to dye.
Common dyes are the least luminous and are sometimes very desaturated. Uncommon dyes have a bit more saturation and shimmer a little bit more in the light. Rare dyes are the most saturated, generally the shiniest and brightest ones, and are sometimes iridescent.
In general, "rare" dyes tend to have more "shine" to them, can sometimes be two-color (as in they shine a different color than the base color), and are often (but not always) a more vibrant-looking color than the common and uncommon dyes. Redder reds, greener greens, that sort of thing. Often they are also harder to get.
That said, each individual dye will behave different both in general and depending on what material you put it on. Julianos White is a rare dye but will look hideous on almost all leather, turning it brown and weird-looking. Grand Warlord's Violet is a two-tone dye which has a really nice bright purple to it that you'll never see because it is basically always overriden by its dull and boring "shine" color. Orichalc Green is a rare dye but isn't particularly "vibrant" (still a great color, though). And some of the "common" dyes are actually incredibly difficult to get, like all the ones you get from the trophy collector achievements. That'll put you back dozens of hours per.
Men'Do PC NA AD Khajiit
Grand High Illustrious Mid-Tier PvP/PvE Bussmunster