I am not looking at buttons when i am playing games.
But i do like colour coding because it makes it easier to distinguish buttons at a moment's glance, even more so within game's UI than on controller.
I am not even looking what letter button prompt on the screen is, i just look at the colour, if it's yellow i push upper face button (Y on Xbox controller), red - left face button (X on Xbox) and so on.
It doesn't help that i jump between Nintendo/Xbox/PC constantly, so i constantly forget which button is where. Colours are easier for me.