Both can be rocked. With pale skin, you gotta make sure you don't look unhealthy or washed out. Your skin should still be exposed to SOME sun, you don't wanna look like a corpse.
With tan skin, you need to make sure you're aware of how it can age your skin. Tan properly to avoid lines, and also, be wary of the colour of your hair. I think lighter hair works better with a tan. Which is why when Demi was so tan and had jet black hair it looked ridiculous.... sorry Demi.
For example, I prefer the tanned look that Kim has on the right, but it's aged the skin on her legs quite evidently.
I say go for something in the middle.