The ones they are biting on....
This is very general as this can depend on location, time of day, water clarity, temperature, etc. Also, just about any lure CAN and work regardless of its "ideal" time of year.
That being said, I like to focus on shad imitation in the fall. It is my favorite time of the year for moving baits. Spinners, chatters, swimbaits, cranks, lipless cranks, spooks, buzzbaits, pretty much dang near anything but like to stick to shad colors unless the situation calls for something different.
Don't overlook drop shot as a great baitfish/shad imitator.
Just because certain lures seem to get a lot of attention this time of year, don't over look the staples: Jigs, tubes, shakey head, beavers/craws, etc will still produce effectively.
Constantly be aware of the conditions and feedback the fish are giving you, then adapt! No rules are ever certain in fishing, heck, they often like to do the opposite at times. Go in with a game-plan based on expected fall behavior, but don't force it!