Black is the dominant gene in Labradors and was the colour commonly preferred in the earlier days. Many people probably remember growing up with either a black Labrador as a pet or a neighbour having a black Labrador.
The colours chocolate and yellow were noted in the original St. John’s dog from Newfoundland. They are actually recessive genes and were sometimes referred to as the colour ‘liver’ or sometimes ‘golden’.
In 1807 a ship called Canton was carrying some St. John’s dogs destined for Poole, England as likely breeding stock for the Duke of Malmesbury’s Labrador Kennel. The Canton shipwrecked and two dogs, one black and one chocolate, were found and believed to have become part of the breeding program (along with other breeds) that created the Chesapeake Retriever. So we know that chocolates had been a colour in the original St. John’s dogs which later became established under the name of Labrador Retriever. as recessive colours the yellow and chocolate pups would occasionally appear in litters throughout time. During the earlier Breeding programs these ‘off colours’ were often ‘culled’ until they were finally accepted by the British and American Kennel Clubs and registered.
Some people (like us) still favour blacks saying they are the BEST LABRADORS.
Obviously, we think it is more personal preference as long as you have a good well balanced pedigree and good breeding dog behind your dog. There should be no difference in temperament between any of the colours and you should be wary of anyone who claims one colour is better than another.