I agree with dazza, its completely a personal preferance.
However, it depends on what plants your getting, for example, some need to be actually planted, with roots under the gravel, and some, like the Java Fern, need to be tied and floated. My java fern is tied to a peice of drift wood and its doing great.
If you are doing a color theme, say you are doing warm colored fish, oranges, reds, pinks, ect., you might go with a deep red, or orange that in a way reflects their color. Do you get what I am saying or am I just going on and on again?
My color theme is blue, and green.
Also,
The color of your gravel may give your water a slight hue. It woun't actually color your gravel, it just seems like it.