I guess that, for me, color does come into the equation at least a little. I had a choice between a 2009 and 2010 Trek 7.6 FX -I like to think that I chose the more expensive 2010 model because I wanted to make sure it had the most current components for the 7.6. The 2009 is white, the 2010 a beautiful dark blue/green with some green stripes (it looks far better than it sounds). The color did play a small role in the choice, obviously it would show dirt much more easily.

That being said, I dislike pastels and pinks - it would have to be a very good deal on a very good bike to consider either pastels or pink.