You are not in control of your cooking until you start making your own broth.
This is the basic Chicken Broth Recipe. You can experiment with different herbs, spices and vegetables according to the flavours you are after or the flavours of the final dish you will be preparing with this broth. Changing those will give your final broth the flavours and aromas of the ingredients you have chosen to add to your recipe (this applies to beef and lamb too). This broth will produce light coloured chicken broth.
One thing worth mentioning here, is if you brown the chicken bones/pieces before boiling, by roasting them in the oven, drizzled with olive oil, you will end up with a darker colour broth. Of course this will not only affect the colour, but it will also tremendously enhance the flavour, as the flavour of roasted bones is deeper and stronger than that made with raw bones. Browned broth also usually includes the addition of a small amount of tomato paste, which also enhances the colour and concentrates the flavour. Take a look at the video below as it shows you exactly how.