Is it for you or a customer? If it's for you, you will probably have a bit more time to try some different mixes.
The sand is important to the colour. If you put a piece of the existing mortar in brick acid, it will leave you with a sample of the sand.
As mortar ages, it often changes colour slightly. This is because when you joint up with a metal tool it brings more cement laitance to the surface which forms a cement coloured skin on the surface. Over the years this weathers away and the sand colour shows through.
If you rub joints with a wooden tool you get more sand on the surface. You can also tap the surface with a churn brush when it's green hard to expose the aggregate a bit.
You can't really see the colour when it's still wet, so it can take a while if you are making up a few samples.
A rule of thumb for me has been, especially if adding dyes, to make the mortar slightly darker rather than lighter in colour. It lightens slightly as it ages, but even if it stays a bit darker, it shows up less in the wall than a light patch with most brickwork.
On really top class jobs you can get the mortar analysed and made up. They use brick acid to get the sand sample, as well as weighing some of the original pieces to get the exact mix by weight.