I think color matters but not to the extend of most fisherman. I'm of the belief that major color fluctuations matter but not the subtle hues of colors such as green/pumpkin by Zoom compared to green/pumpkin by Culprit. When you compare white to black that matters but it's not absolute, nothing is in fishing. Of course there are extreme examples of when color was the key and when it didn't matter at all. I keep maybe four or five colors of soft plastics and usually only use one or two throughout the day. I'll adjust weight and lure size more than color. I think location matters more than color....JMO