As a basic rule of thumb lure colors are determined by two factors. The amount of sunlight that penetrates the water's surface is determined by the condition of the water's surface. Calm water will allow more sunlight to penetrate deeper in the water and a broken surface will reflect more sunlight off the water. Time of day or the sun's position will also contribute to the amount of penetration. The most penetration happens when the sun is directly overhead of the body of water and either side of this position the rays of sunlight are reflected by the surface.
Light can more easily penetrate clear water than stained or murky water.
Suspended particles like sand and silt will block sunlight penetration and can be caused by wave action, current or bottom disturbance. Vision is made possible by light reflection within the eyes. Generally the more light reflected the better the vision and the less light the worse the vision. During clear water, high light conditions, lighter colors are the rule of thumb. Spinner blades made of nickel or silver tend to work better to take full advantage of the available light creating flash and sparkle.