Totally aesthetic choice with a little practicality - light grouts will discolour quickly on floors. The old joke is that grout will always be grey - just if you put it in white it takes a bit longer!No reason not to use a matching grout or a slight contrasting one (generally thought better to use a slightly darker colour) so long as you are aware that it might start to look 'dirty' fairly quickly. Since scraping out grout and re-doing is pretty easy job anyway you could do that in a couple of years if it was getting too discoloured - or use a darker colour to start with.
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