Matter*
Color makes a big difference to me and will heavily influence a purchase, but it all depends on the vehicle. If it's a fair weather fun vehicle, I lean towards bright "look at me" colors. On a daily driver, I tend to prefer more understated incognito hues. Limited production colors are always interesting to me as well. I've noticed as I get older, I really appreciate dark metallic greens, browns and blues more than I did when I was younger.
In short, yes, color makes a difference, but it's all relevant to the vehicle.