It totally matters! Marketing companies and departments spend lots of time and money figuring out what colors will sell best, though IMHO they get it wrong at least as often as they get it right. And if you've checked out the possibility of buying a custom bike, you know it often costs extra for the coolest colors/color schemes.

I'm thinking about getting a Bike Friday, and I'm pretty sure I'll come up with the extra money for the color I want.