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

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.

This is my in room response from Focal Trio 11be. I know it tells you nothing about what to expect in your room but by me knowing the anechoic measurements I knew I could achieve what I was looking for. I wish "hifi" speaker manufacturers would start posting some relevant info or pointing to where it can be found like Pro manufacturers. I give Focal credit they do a good job of posting meaningful stuff. 

Hmmmm, let me think.....how it sounds to my own ears? A good place to start, no?

Put the design and sound of your $25K speaker in a $5k package, then return.

Other than the enclosure being machined out of aluminum, it appears to present itself as every other speaker-"premium" or pedestrian level.