If you want to automate this process for an entire column, then you need to have access to the column specification. This is not possible via amsmath's *matrix environments. Instead, use array and insert \color{red} in front of every entry using the >{<prefix>} specification:

\documentclass{article}
\usepackage{amsmath,array,xcolor}
\begin{document}
$
A = \begin{bmatrix}
a & b & c & d \\
a & b & c & d \\
a & b & c & d \\
a & b & c & d
\end{bmatrix} \qquad
\left[\begin{array}{@{} >{\color{red}}c c >{\color{red}}c c @{}}
a & b & c & d \\
a & b & c & d \\
a & b & c & d \\
a & b & c & d
\end{array}\right] = A
$
\end{document}