Embodiments herein describe association rules (e.g., affinity and anti-affinity rules) that a wireless device can use to optimize its performance in a Wi-Fi network. While BSS coloring is typically used to eliminate color collisions, the embodiments herein use BSS coloring to define what BSS colors should be on the same channel and which should not. For example, an affinity rule can indicate that a wireless device assigned a first BSS color (e.g., red) can share the same channel with wireless devices (or BSSs) assigned a second BSS color (e.g., green). In contrast, an anti-affinity rule can indicate that a wireless device in the red BSS color cannot share a channel with a wireless device assigned to a third BSS color (e.g., blue). The embodiments herein permit the wireless devices to be grouped with, or separated from, wireless devices having different BSS colors.