I really like the Comet 2SMD Frosted LEDs in natural white or sunlight. I personally don't like the look of "WARM" Leds.. For older (80s) games I use the Comet Retro bulbs (not as bright) in the GI and playfield, and in any games where bulbs are visible to the naked eye from the players position (like the left ramp on LOTR). I have found buying them in bulk packs from COMET is the most cost efficient way to go.
I strongly recommend FROSTED bulbs.
Based off of what you just said your preferences are, I would recommend the Comet Retros or 2SMD Sunlight or Warm Light bulbs.
You don't have to match inserts, but from most common to least common inserts are : Clear, Red, Orange, Yellow, Green, Blue, Purple.
If you want to try color matching some inserts just pick up some extra reds and oranges and thats 80%+ of your inserts. It won't look goofy having your reds color matched and your blues not, but it will look goofy if you only color match some.
I really like the Comet Matrix lights, especially the 4" and 20" strips. Not required, but you can easily light a topper, drain hole, or anything else you think needs extra light. Super easy to use and comes with aligator clips you can just slap into an existing socket. Remember LEDs use about a third the power so its easy to slap a few extra lights on.
Finally, I strongly recommend picking up a few Yoppcicles if you have some flakey sockets. These require a little soldering, but it is easier and cheaper than replacing a socket if you are having issues with specific lights. I don't put them everywhere, but having these around is great for fixing things.
I have tried bulbs from a few different companies. In my experience, 100% bayonet bulbs from all manufacturers work. However, the wedge bulbs will have high failure rate out of the box no matter where you buy them. I get about 1 in 20 wedges not working from random companies, but maybe 1 in 50 don't work from Comet (good).
I recommend Comet pinball 100%
P.S. The easiest way to have a seizure is to put in 8 SMD Tower flahsers in the flasher spots. I recommend keeping those stock on your first job or trying a few before installing everywhere. I just did my Mario Brothers and am about ready to change it back.