What do you consider the most when choosing a pair of speakers?

How do they sound is first.  Second is how do they sound. Third (are you noticing a trend here?).

How they sound is most important to me.

Aesthetics are also a consideration but depending on their sound I can look past what they look like (i.e. Magnepan).

Measurements are great and all but they won't be the same in my room vs where ever they were measured so I don't take that into consideration. 

Looks.  Aesthetics.   Visual presentation.  Then what it sounds like.  Like a wonderful $250 dinner for two.  Eyes feast first.  Then the mouth.

Avantgarde?  I don't care what they sound like.  Not in my home. 

I find that the two go hand and hand.

Just look at Sonner, Sonus faber, Rosso Fiorentino, QLN, Martin Oscar, Joseph Audio. All are fantastic sounding speakers and have the aesthetics also.

@bkeske +1 Tone is the absolute starting point. 

@djones51 Incredible curve.