<div class="color">
<div class="color__des">
<span>Цвет: </span>
<div class="color__des-list">
<div class="color__des-item">Fire Red</div>
</div>
</div>
<div class="color__list">
<div class="color__item orange" data-image="images/car-img.png" data-name="orange"></div>
<div class="color__item brown" data-image="images/car-img.png" data-name="brown"></div>
<div class="color__item gray-lite" data-image="images/car-img.png" data-name="gray-lite"></div>
<div class="color__item white" data-image="images/car-img.png" data-name="white"></div>
<div class="color__item red active" data-image="images/car-img.png" data-name="red"></div>
<div class="color__item green" data-image="images/car-img.png" data-name="green"></div>
<div class="color__item blue" data-image="images/car-img.png" data-name="blue"></div>
<div class="color__item gray" data-image="images/car-img.png" data-name="gray"></div>
</div>
</div>
const target = document.querySelector('.color__des-item');
const container = document.querySelector('.color__list');
const key = 'name';
const attr = `data-${key}`;
const buttonSelector = `[${attr}]`;
const getAttr = el => el.dataset[key];
// или
const getAttr = el => el.getAttribute(attr);
// или
const getAttr = el => el.attributes[attr].value;
container.querySelectorAll(buttonSelector).forEach(function(n) {
n.addEventListener('click', this);
}, e => target.textContent = getAttr(e.currentTarget));
container.addEventListener('click', ({ target: t }) =>
(t = t.closest(buttonSelector)) &&
(target.innerText = getAttr(t))
);