I used the Avia DVD for setting Brightness, Picture, Color, Tint,and Sharpness. I don't think you want to mess with the Service Menu to play with these settings, especially if you don't have a Service Manual.
I have no real problem in this area, Randy. The very first thing I did was go into the service menu and write down the values for every single service code. I also know enough not to do things like turn off all the color guns (ouch!).
What's intersting, though, is that there doesn't seem to be codes for Picture, Brightness, etc... On the JVC 32F802 (that I returned) all of the basic settings also had corresponding codes, but it doesn't seem to be the case on the Wega for basic color controls.