colors: true doesn't work when provided in jest.config.js.

I use Git Bash on Windows. Jest doesn't color output in my terminal.
I use colors: true in jest.config.js. And it doesn't work.

Colors only works when provided as a command line option

$ npm test -- --colors

Why is it so? I don't want to type anything more than necessary. I want to type npm test and it should work. How to enable this behavior?

BTW, colors: true in package.json doesn't work either.

Unknown option "debug" with value true was found. This is probably a typing mistake. Fixing it will remove this message.

Why so many configs? You have at least three now that do nor work coordinated. How can I use just one simple config file within which I can declare everything needed? I want to declare any configuration just in jest.config.js. No command line options, no package.json options. All in jest.config.js. How can I do it?

And I'm curious.
Why have you made up three different config places with three different sets of config options? Do you provide three different products or just one?