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@WiltedWisp

Depends on why/what you're trying to breed for.

Want to breed a lot of dragons as fast as possible? Get plentiful-tier breeds (aka the four starter breeds) since they have the shortest cooldowns, and use two different breeds if you want a chance at a five egg nest.

Want to breed for a specific dragon that doesn't exist in the game yet? Focus on color first; genes and breeds can always be changed later. The only exception is Imperials- if your dream dragon's an Imp, you won't be able to obtain that breed change down the line.

Want to breed popular dragons that will sell like hotcakes? Good luck... you'll need it. That said, jumping on new genes and breeds as soon as they come out can help you make sales for a while at least. Everything becomes cheaper over time and IMO it's not worth it to clog up your lair with dragons you may not personally enjoy.

I'm on mobile right now or I'd leave a bunch of links here- if you look around in the Guides forum you'll find more information on how breeding works, there's a thread for gene/breed rarity comparisons and the official FR color wheel,as well as links to fansites and resources that can help you plan your projects.

Knowing about rarities can be helpful. You have breed and gene rarity, and both affect the offspring of two dragons.

First you have breed rarity. If you pair a more common breed with a rarer one, the likelihood of getting offspring of that rare dragon is much slimmer. For example, pairing up a Guardian with a Coatl will almost always result in you getting a Guardian. Also you can see cooldowns in this page.

Then you have gene rarity (look under gene rarity & inheritance -> odds), which almost works the same way. One important thing to note is that rare genes are, as far as I know, only available in the gem market and can be very expensive. If you have plans to re-gene a dragon, make sure to check the price first.

@WiltedWisp

Everyone's already given some good tips! Sorry if this is too much information, but I have okay luck selling dragons, so here are my suggestions.

It's a good idea to think about eye color and theming. This goes double since you're in Plague, because the red eyes are kind of divisive. I have good luck selling dragons with monochrome (white/black/grey), red, brown, or even sometimes green color schemes, or some combination of those colors. Anything else, and it's very hard to sell them, no matter how nice they look, just because the eyes clash.

If you want to breed other color schemes, you can always rent or borrow a nest from another player (there should be a big nest rental network or two in Find a Dragon where people advertise) for eyes that match better. I had a pair that made purplish dragons, and the difference in sales when I got them Shadow nests instead was night and day.

I also recommend reading up on breeding mechanics. Colors inherit as a range between the parents colors. I stick with fairly close colors for both parents, but another popular strategy is to have close colors in two colors and a really wide range in another, for enough variety to be interesting but enough consistency to have hatchlings that usually look good.

Genes and breeds, however have a sort of "tier" system. Here's a good guide on the rarity tiers. This can save you a bunch of money and time putting together a pair - you can have one parent with the genes and breed you want, and another with higher tier genes/breed that usually won't pass down.

Oh, and some genes and breeds (and colors) just aren't popular. Like, I have a pair that makes Bogsneaks, but they'd probably sell infinitely better if they were Skydancers instead. I don't care, I like Bogsneaks. At the end of the day, do what makes you happy, and you'll have already "won".