Well, of COURSE the color makes a difference. Lots of people buy almost everything based on superficial qualities.
And, of course, the corporate culture demands that the cheapest way to achieve that coloring will be used, nevermind the cancer.
So now we have it - read labels and if it says "artificial carmel coloring", you will be getting this:
* 2-methylimidazole and 4 methylimidazole, which in government-conducted studies caused lung, liver, or thyroid cancer or leukemia in laboratory mice or rats.
Those carcinogens form when the coloring is made by reacting sugars with ammonia and sulfites at high temperatures.