I don't want to sound like I am putting anyone off on using the color shifts and agree with Canga that there are LOTS of different products available out there. Color shifts do have their challenges though and maybe this will help.
I prefer white particle color shifts [the every day hi lite powder falls under this category too] simply because they go over black without changing the black color....when applied properly the white particle color shift will allow the black to show very clearly and cleanly yet will show the shift in color in a blink. Another thought here is my preference to fine particle color shifts because they can be brushed on soft plastics or used in an airbrush without any major changes to the air brush. The fine particle products I used are between 10-60um and 10-80um with most falling in the 10-60um range and are my favorites. The finer particle sizes give the best of the best in color shift. For the airbrush use I thin clear until its like water and then add the pigment...very little is needed, a couple thin coats, to get some serious color changing.
I've had decent success adding the color shift pigment to clear plastic to use as a cover dip over black or other very dark color. Some of the color shifts are suggested to be added to a black paint or plastic but I have had minimal success doing this kind of use. Air brushing over soft plastic is in vogue and this can lend itself to some super looking baits when the color sift is applied over a black or very dark color. The most intense color shift will come from dry brushing the pigment directly on a black or dark plastic then clear coating with a dip of clear plastic.
For those who feel like they'd like to venture into the realm of color shift pigments I suggest starting with plain jane hi lite pigments using whatever application process you decide on, be it air brush or dry brushing or adding to clear plastic as a cover dip, so they can see first hand how the pigments change what a lure's color is in the end. Then after understanding the processes surrounding the use of basic hi lite pigments, step into the color shift stuff sticking to white, small particle pigments as they are the easiest to work with and off perhaps the most stunning shifts. Personally I use Didspade products a lot that can be seen at
www.didspade.com and click on "color changing" in the menu header.