Has to do with the presence of the mid. Warmer sets tend to have more midbass presence while the tweets are laid back. Bright sets will have a higher emphasis on the tweeter. They'll also be called crisp of overly detailed.
I picked my JBLs because I thought they were a good middle between both extremes. Plenty of midbass, well detailed (especially with live/acoustic instruments), but not shrill or sibilant.







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