I use three things to choose my bait:
1.) Bass activity and time of year. Its hot here in L'siana. And by hot, I mean we were measuring 98 degree water in early August. That is too hot even for the brute redfish we have. When the temps get hot, I find the bass here dont wanna work hard for a bait. They want something easy to chase or something slow. When they are like this, I have luck on curly tailed worms Texas Rigged, or something like a Brush Hog or Z Hog.
2.) Water clarity. Bass can't hit what they cant see. In dirty water, even dark colored baits (which are more preferred as you are looking to silhouette the bait against the dark water) are hard to find, unless they put out vibration. In clear water, I want something that is both a lighter color like a watermellon red or a charteuse, and also putting out vibration. My current favorite is the Jackall Scissor Comb and a tandem spinnerbait. In dirty water, I go back to the spinnerbait and a lipless crank, either colored like forage fish, or like a crawfish.
3.) Food in the area. Bass that have never seen a mullet or shad won't recognize the colors or actions of a bait that imitates them. And if bass are keyed in on a forge fish, they might avoid things like crawfish or even frog imitations. In fly fishing, we call it "matching the hatch". If i see shad, mullet, or bluegill, I am going to the spinnerbait or crank again, usually the spinnerbait.
And remember: fish what you have confidence in. If you like it and it works, but people say you are using the wrong bait, tell them to make like a googin and go blow a head gasket: you fish the way you want.