How to change material color


I want to apply material to the object. In reality it is fibre cement (or Eternit) of red colour.

I found similar material in Rhino which is beige concrete.

Now, I would like to change beige to red. I tried to use red mask but with no luck.

I would be grateful for help or pointing me to the tutorial where Rhino material is created from the scratch. All what I could find is about using existing materials but nothing about editing them.

Not to edit the bitmap under the material, I would decrease texture intensity to e.g. 60% and apply red color:

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Thank you very much. This solved my problem.

I wonder if there is a way to change the color without reducing the bitmap visibility, as in how Sketchup does?