On liking colours

I had a very interesting conversation the other day where one topic flowed into the next until we arrived at the following question(s):

Do I have to like one colour more than other colours? Why does it matter what colour something is? Does the colour make any difference in the way things work?

It was like the furthest you can get to racism/colourism except this wasn’t about people, but about things. I am all for ignoring/looking past people’s colour, because the person inside their skin is so much more important than the ‘packaging’, but I feel there’s nothing wrong with choosing a purple T-shirt over a yellow one, purely based on colour.. even if the T-shirts function exactly the same way.

Interesting concept though.. What do you people think?