Your question mentioned price and not preference, which is an important distinction.
On the wholesale market, it definitely makes a difference. If lots are separated by color, it's usually by light, medium-light, medium-dark and dark, with each level getting progressively more expensive. The most expensive lots, all other factors being equal, are going to be dark, such as dark peacock, dark aubergine or dark green or dark mixed. Depending on the intensity, the difference in value could be many times that of a light to medium light lot, which usually has silvers and lighter greens.
There are definitely special lots, and lots with intense overtones that can be separated from light lots and be nearly on par with a dark lot. Those are special color light lots, however. Your typical lighter lots and lighter strands (especially ones without a lot of overtones) are much less valuable than darker ones - often several x.