Ross,
Paint store "universal colorant" should not be used with polyester resin or gelcoat. You will ruin the batch if you try and use pigment / tint made for paint.
Gelcoat & resin pigments are made specifically for use with resins or gelcoats and are usually made from a raw polyester resin base but lack the promoter agent , normally cobalt, which reacts with the MEKP. They need to be chemically compatible with the resin or gelcoat so that cross-linking occurs, paint pigments are not.
As for tinting the resin I would not bother. You can not add enough pigment, by volume, without inhibiting the cured structure of the resin to make it completely opaque. Yes, tinting can minimize bleed through on a thin coat of paint or gelcoat but properly applied gelcoat or paint will not have any problem hiding the substrate.
Rolling on gelcoat with a West Systems foam roller is easy. It will not lay down perfectly flat but can then easily be wet sanded and buffed to a factory looking finish.
I would roll two coats of un-waxed gelcoat then follow it up with a waxed layer. Let kick off in-between coats about 20-30 minutes depending upon temp then apply the next coat. The final coat that contains the wax will allow a full cure.
You could also use a product like System Three WR LPU which is a water based LPU paint, Interlux Perfection, or a single pack paint if durability is not your main concern.