Yes I think color matters. I do agree presentation and profile matter as well. To prove my point, went with Pete recently at the NC/SC Clash and we trolled basically the same lures but different colors. While some caught fish there was one clear color combo the fish preferred. This color outperformed the others easily. We also had some colors that caught none. I do think sometimes color isn't as important and they will hit whatever but other times I think its the difference between being skunked and catching fish.