Coffee comes in a number of roasts, from blonde to espresso. The flavors you get will move from fruity on the blonde end to earthy on the dark roasts. The ability to control what you get is part of the appeal. The next step you will want to get to is region - African coffees are different than South American or Indonesian, etc... And then if you really go nuts, single origin coffee is the best, where you can control the region, the farm, the elevation, and even the time of harvest. The only other variable is how the coffee bean is separated from the cherry - washed, dried, or eaten, all of which have flavor profiles.