Maybe I'm just stuck in the '80s, but I like to match, at least to some extent.
I love for my lips to match *exactly,* unless I'm wearing silver, green, blue, purple, or black.
On my eyes, I tread a little more cautiously. If I wear a strong pink or fuchsia, I go totally neutral on the eyes, with browns/beiges/taupes. If I'm wearing a strong blue or green, I usually go silvers/grays on eyes. If I'm in an adventurous mood, I have been known to add small accents of a bright coordinating shadow(turquoise, green, royal blue, depending on my outfit) to an otherwise neutral eye.
I have large eyes that are so green that I've been [falsely] accused of wearing colored contacts, so while I like to play up my eyes, I'm careful not to "upstage" them with lots of bright shadows.