I've had great luck with Dr. ColorChip. Use per the instructions and you're able to level the touched up area to that of the original paint surface. If you simply blob on "standard" touch up paint, the color may match but you'll always have a little paint chip dent or raised paint dimple.
Soon after buying our Reef Blue Passat I got sprayed with small stones from an oncoming gravel truck. When I got home it made me sick - a weeks old car with 20 or 30 pin head sized chips. I ordered a Dr. ColorChip and spent a couple of hours in the garage one afternoon and was able to make those rock chips DISAPPEAR. Be patient, sometimes you have to work a chip more than once to make it fully DISAPPEAR.
My only caveat is that if you're trying to "catch up" on an older car that's gotten more than its fair share of rock chips, too many to count and rock chips packed with old wax, don't bother. IMO, Dr. ColorChip is best suited for use on a newer car with "flawless" paint, one where you're trying to stay ahead of the game and fix them when you get them.
Scott