Hi John,
You need to get a plastisol made specific for baits. There are basically three types: soft, medium and hard. Of course every mfg. makes there's a little different hardness. As a general rule medium / regular is used for most baits. You can go soft or hard (or a blend) based on action and durability requirements.
As far as brand goes, everyone has a preference. The main factors are cost (including shipping), usability, clarity, etc. The main brands are MF, Lure Craft, Calhoun, PolyOne, Spike-It, I'm sure there's more...
We sell MF. It's more expensive, but has good usability and clarity. We are in the process of launching a new plastic, but it is at least a month off. I'm sure others will weigh in. End of the day you are going to have to try several and choose the one that you like the best.
Tight lines!
Jason