You should choose your eyeshadow colour to complement your eyes and your skin tone. You should never ever apply a bright colour all over the lids up to the brow. ( remind you of Barbara Cartland, the novelist.)
Well, she could get away with outrageous blue eyeshadow because she was a delightful eccentric)
However, most people are not eccentrics and just need to enhance their natural colouring.
Don’t forget that during daylight hours bright colors can look garish. You want to make your eyes look bigger not smaller.
For most people, brown/beige rarely goes wrong. It is the one color that’s always in fashion, although blues, greens and violets are very appealing and have their say in the fashion stakes.
You should try to emphasize your natural eye color.
I, personally, never take the shadow up to the brow because I think that unless its very pale it will show too much and I prefer a more natural look. But that’s me, perhaps I’m dated.