r= {v Sin[u], v Cos[u], v}
ParametricPlot3D[r, {u, 0, 2Pi}, {v, 0, 1}, Mesh->5, BoundaryStyle-> Black, BoxRatios->Automatic]

r= {u, v , Sqrt[u^2+v^2]}
ParametricPlot3D[r, {u, -1, 1}, {v, -1, 1}, Mesh->10,PlotRange -> { {-1, 1}, {-1, 1}, {0, 1}},  BoundaryStyle-> Black,BoxRatios->Automatic]

ColorFn[val_] := Hue[Rescale[val, {0, 3/2}, {0.58, 1.2}]];
r= {v Sin[u], v Cos[u], v};
ParametricPlot3D[r, {u, 0, 2Pi}, {v, 0, 1}, Mesh->None, ColorFunction->Function[{x, y, z},ColorFn[x y + z]], BoxRatios->Automatic, Lighting->"Neutral", ColorFunctionScaling->False]

Graphics[Table[{ColorFn[h],EdgeForm[Gray],Rectangle[{8h,0}]},{h,0,1.47,1/8}]]

Graphics[{ColorFn[2/3], Rectangle[{0, 0}, {1, 1}]}]

ContourPlot[ v^2 Sin[u] Cos[u] + v, {u, 0, 2 Pi}, {v, 0, 1}, AspectRatio -> 1/Pi, ColorFunction->Function[{val},Hue[Rescale[val , {0, 3/2}, {0.58, 1.2}]]], ColorFunctionScaling->False]