Whats in a Color?

When you go looking for a new car is color the first thing you look for? Does it even matter what color you get? In this article i found it says that "North America likes paints that are more conservative, but have sparkly flecks, although the colors are brighter than they were a decade ago, Boettcher said. Emerging Asian markets like bright, hopeful colors, including red and gold. In Europe, the palette is larger, less sparkly and funkier. Because cars there are smaller, European automakers experiment with colors like pink and kelly green. Blacks tinted with red and green also are growing in popularity." I don't know a whole lot about cars, so one of the things I can pick out when I go car shopping is the color, so heck ya it matters to me. I just find it interesting that different countries have different demands for different colors. What do you guys think, does color matter to you?