I feel incredibly vain for saying it, but color absolutely matters to me! I'm pretty vain when it comes to sex toys: I can't use it if I don't like the way it looks... Especially if it's already costly. I order from a site that makes toys as they are ordered and I almost ALWAYS pay extra to get a custom color or gradient, even though it costs more money.
I don't regret it, either! Everyone always comments that my toys from there are very pretty.