I don't use color in my soap, just a personal preference. I think it's kind of cool to see what the FOs and the oils do on their own. I was surprised when my 100% coconut oil soap (20% superfat) scented with Peak's Nag Champa turned out a gorgeous lilac color.
Before I started making my own soap, I (as a consumer) was never interested in the brightly colored/swirled soaps, just not my cup of tea. To be brutally honest, I thought they were tacky, and wondered how much more thought went into the design rather than the quality of the soap.
After seeing the posts on this forum, I can see that soap can be brilliantly swirled and colored, and still be quality soap...not hating on anyone...just giving ONE person's viewpoint!