In my personal experience over the past 3 years, more of my customers prefer the colors. When I'm doing a show, I color/scent coordinate them. When I'm making an order, they can choose their own color (I just made some Orange Clove candles colored Hunter Green) When I color (unless it's really light) I use CBA. When I don't color, I use 464. But I do also have customers that like the "natural" look. HTH