This all depends on water clarity and time of day, but what i use the most would be these.
soft plastic: Green pumpkin and Chartreuse
top water: anything with a white belly during day, black at night
crankbait: I use all colors, but a natural looking color is my favorite
spinnerbait: I like white the best

For just about any lure, whether is be a Rapala topwater, a Rat-L-Trap, or a spoon I like a shad color. If they don't make it I'll go silver/white bottom and blue/grey top. Anything that looks natural really.

I would have to say that my all around best color is the natural shad. I find it best to match the color of their bait in most cases though. Frog color is hard to beat too if they are feeding on frogs at all... they seem to go nuts for frogs if there are any frogs in their water.

Depends on the time of the year and water temperature and if I'm fishing salt or fresh water. In spring I like a red in soft plastic and crawfish in hard plastic. later I use the wooded shad or chicken on a chain.

In saltwater it would have to be speckled trout or bone color.

Watermelon with green flake on soft plastics. Tears them up.

Frog colored Jitterbug.

Each color in the light spectrum has it's own distinct wavelength pattern. When light enters water those wavelengths break apart, because water acts like a prism and refracts light. Each wavelength behaves differently in water, depending on amplitude of the wavelength, water clarity, current, etc. As you can guess, baits with colors whose wavelengths fall out of the water column earlier or at a faster rate than others won't be as visible the deeper you go. The fish won't see the color red as you and I see it in daylight at a certain depth, because red's wavelength dissipates in water first (at a faster rate) out of any other color in the spectrum. Purple is one color that has a "strong" wavelength and is visible deeper in the water.
It also helps to know how the indivisual species of fish's eye picks up light (i.e. walleye v. catfish)

clear water purple
dark water bright colors

watermelon seed or peppered charteuse for soft plastic. I also like red. For topwater I like yellow, white or a frog pattern.