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

Thank you for your reply. but what about the final decision? 

Sound.

I see you sell speakers. Lets see the spins or anechoic measurements. I notice they are absent from your website that right there is a big red flag for me.

Dynamics and coherence. And of course, good tone and timbre.

Many factors to consider. 
Most important being the sound - has to be the sound signature I’m looking for.

Room size, acoustic treatment, possible placement, synergy/compatibility with associated equipment and cables. Brand, resale value. Design is one of the last things but build and quality irrespective of design have to be top notch.