OK - This is very basic info and I'll try not to get too technical.
Look at your tires. See where the tread is? It extends slightly over to the sidewall of the tire. If you are going past the tread, then you are rolling the tires under your car. Increase air pressure so that you are not in danger of rolling the tire off the wheel. This is an unsafe condition.
Now, if you are not using all the tread, then you may have too much air in your tires.
Let's increase the level of technicality just a bit.
Once you have your tires in a "safe" zone, you can begin to look at other factors. How does it handle? A general rule is that whichever end of your car is sliding, you either add air to those tires, or reduce air in the others.
For example, if your car is understeering, or pushing, quite a bit, add more air to the front tires, or try reducing some from the rear tires.
This works for most "normal" tires. Some racing tires (BFG T/A R1's, for example) for backwards because of their sidewall design.
DISCLAIMER - you should never run your tires above the pressure posted on the sidewall. This is a COLD number.
Hope that helps!
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Also, the picture that I have posted, above, was taken in Huntington, WV. So whatever kind of air that they have there - that is what went in the tires
