Color or Fit?...

Sometimes when we go shopping we are looking for a dress, shoes, handbags, makeup or a skirt perhaps... but truly which factor is the most important one?
I came to the conclusion that, we don't realize but when we go shopping we say "Im looking for a RED dress".. notice how we say the color before we say the actual garment that you are looking for. I think this is related on your mood that day or perhaps because you want to express something through that garments.For example red means passionate, romance, exciting. Colors have meanings and people do react to them differently.
So what's next?.. well after choosing the color we go ahead and try the garment and that is when fit comes, sometimes the garment will not fit well, but because we REALLY like the color, we may or may not purchase it. Some people really prefer fit over color some people won't even grab the garment if they think that it won't fit well...
So my question for you is which one do you think is the most important factor when it comes to shopping?