1. A computer-implemented method of color matching a paint formulation for repairing a vehicle comprising: (a) identifying a color code for a vehicle paint; (b) selecting a physical color reference chip coated with a paint formulation associated with the color code; (c) visually determining a color shift direction between the paint on the vehicle and the color reference chip by placing the color reference chip near to or against a vehicle and viewing the color reference chip at multiple angles; (d) searching a computer database for prime and variant paint formulations associated with the color code; (e) displaying a list of paint formulations for the color code, and a symbol indicating a color shift direction for each of the formulations versus the prime formulation associated with the color code; (f) using the color shift direction to select one or more of the displayed paint formulations; (g) simultaneously displaying a plurality of digital photographs of surfaces painted with each of the selected paint formulations taken at either or both of a plurality of viewing angles and a plurality of illumination angles; (h) identifying one of the displayed digital photographs that best matches the vehicle paint; and (i) identifying the paint formulation for the best matched digital photograph.