Aesthetics is huge for me. Especially for speakers since they are in effect a new piece of furniture introduced in to my living/listening room.I absolutely love a high quality speaker finish, especially wood (love my Thiel 2.7 and my Joseph Audio Perspectives). Certainly sound quality is first on the list, but I wouldn't buy speakers I find ugly. Life's too short to spend it looking at ugly or cheap looking speakers. Fortunately some of my favorite sounding speakers are also my favorite aesthetically.(Again, like the speakers I just mentioned, but I also love the sound and looks of the Devore O speakers).
Aesthetics are big with turntables, and as I interact daily with my Transrotor turntable the sheer quality and luxury is really satisfying.
I like tube amps, and also the aesthetics of tube amps over SS, so that has worked out well (I use CJ amplification).
Over the years I've honed my purchases to reliable brands, not flash in the pans that impress momentarily and then are hard to sell.