I am pretty pale naturally, I try to be disciplined with using sun screen, since I'm prone to freckles and reddishness. People made some rude remarks about my complexion during my teenage years. I was told I look like a corpse (doesn't help that my hands are cold most of the time), anemic or once people even suggested that I might possibly be a drug-addict , which was damn hurtful to me, because I never touched a drug in my life. And there are paler people out there than me, so it was all quite over the top. Anyways, back then I didn't want to do people the favour to suck-up to me and compliment so I didn't give in and started to get a fake tan, since it's better for your skin to use sun screen and not to tan. And it's not like I stay indoors because I'm frightened to get a tan. I just use sun screen.
If you are naturally tan, it looks nice though. I just don't see why I should spray some orange stuff on me, or use tanning beds, just so other people can think I look more "alive".