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Back to my freshwater bass days, the "rules" were:
Blacks, purples, and other dark colors in muddy water because they offered more of a contrast.
Whites and chartreuse in clear water to offer high visibility.
Dark colors for night, as they offered a better sillouette in the low light conditions, at least for topwater assuming the fish is attacking from below (good assumption when using topwater lures).
Off color or stained water... I don't remember, I think bright colors.
The other theories were more flash in clear water, more vibration in stained water for pretty obvious reasons... murky water fish hunting by sound, clear water fish being more sight oriented.
Personally, I have always fished my favorite lures in my favorite colors no matter what the conditions, because I fish better when I feel confident... I'm sure most can say that.
I also go with more natural type baits with more natural colors in clear water, because my logic tells me the fish are more in tuned to sight and may ignore unnatural looking lures. I may be giving fish too much credit here, but when I see a shad colored fin-s or something in the water, I can't believe any fish could pass that up. A chartreuse jig, or a yellow atom popper? I sometimes wonder what the heck those fish are thinking.
Tight lines.
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