Firstly I look at appearance, then I look at material, finally size.

Size, texture, materials and diversity - different features for different needs.

The appearance is what gets my initial attention but after that I look at material, size, and texture.

Usually I try to go for a thicker toy. But a lot of the thick dildos here are made from some bad material. So I'll look for the largest silicone one I can find. I mainly just try to avoid rubber, TPE and jelly dildos!

The type of dildo I'm interested in is something that isn't draggy and feels realistic and is slim enough to insert. Again, something that feels realistic. My first dildo is silicone and it felt exactly like a rubber/silicone stick ripping my insides, it doesn't feel good. I only have 1 dildo and it's so ungodly draggy even with lube, I can't even insert it and when I can insert it a little, it just feels uncomfortable and not pleasurable. So if I was looking for a dildo, I want something that isn't draggy, feels realistic and is actually pleasurable. Blah blah blah.

Visual appeal/design, material, use, power if it's a vibe, size, and slightly color. I try to get things unlike anything I currently own.

I also look for firmness. I prefer larger toys to be squishy.

Quality, size, realism. I like high-quality dildos which are my "just right" size, as real in feel and appearance as possible. Vixskin is pretty close to perfect, except for practicing oral; UR3 or cyberskin is better IMO for that.

Material has to be silicone then I go to color and appearance
I love my chocolate Mustang

Material, design, and size.

I like smooth silicone, though I do have one with some texture and a glass toy with TONS of texture. I also like a decent amount of girth and length. I prefer non-realistic dildos, since realistic ones look a bit silly to me. Color isn't especially important, though I do wish more were available besides pink, purple and skin color.

Material comes first as I prefer either glass or silicone then I take note of texture and size. Girth is more important than length and I enjoy dildos that are not smooth but have some texture to them.

Shape is very important to me, I always like my dildos to have a nice G-spot curve or bump. I also look for one that's made from good, safe materials.