Lure color is always an important part of the choice you make when picking out a new lure. What color will do best for you depends on the water conditions, what you're fishing, and a number of other factors.
Red disappears first, within 15 or 20 feet of the surface, because water absorbs or blocks various wavelengths of light. Longer wavelengths (reds) are absorbed first, all the way down to the shortest wavelengths (blues). Red disappears, then oranges, yellows, greens, and purples. Blues and ultra-violet wavelengths that fish can see penetrate deepest into the water. By the time your reach 50 feet, the entire world is grays, blues and blacks.
It's not just about color, but also the intensity of sunlight, and the amount of silt or weeds in the water. These veiling affects obscuring the color's effectiveness happen in both vertical and horizontal directions. This means that something 40ft below you versus something 40 feet ahead of you will be similarly obscured.
What does this mean for us anglers? Basically, that color might not be as important as we make it, depending on the spot. We swear by our favorite colors, but how important are they, really?
What do you think? Is your color really more effective, or is it the size, action and look of the lure you're rigging?