Very, but it's not the MOST important. I can't stand toys that are hot pink and glittery/covered in butterflies/flowers, I like my toys to either look gender neutral and fun or sleek and classy. I've definitely passed up a few toys because I couldn't stand the colors, but there's a few that only have 1 option and if I really really want the toy, I'll deal with a bad color. For example; I wanted a We-Vibe Tango but I HATED the pink, baby blue and purple colors that Eden carries, so I waited nearly a month for the Salsa to come back in stock XD I'm glad I waited, I'm much happier with the sleek black Salsa than I would have been with a super feminine colored Tango, they've got the same motor anyways. I've definitely passed up a LOT of "panty vibes" (brief vibes in my case) and clit pumps because they're ALL butterfly shaped and hot pink/glittery :/ I'd be totally fine with the glitter if they weren't colors I hate haha