Subtle is better for everyday wear. Look at your own lip color, relative to your skin/foundation shade and just push it a little bit. A little pinker, or redder, or darker. There will still be plenty of shades to choose from.
There are glossy finishes which are more of an attention grabber and need more care during the day, and flatter, even matte finishes that don't draw attention to the lips and last for hours without touch ups.
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