Its important to me, but looks start with the frame,ugly frames like Ellsworths or any single pivot, Orange being a point in case are a no,no. I want my bike to look like someone competent has designed and made it, rather than knocked together by my mates with some gash tubes/plate and a tig welding set.
After that colour scheme is important and the less stupid stickers the better,my pet hate being shouty, screamy wheelsets.
But the bottom line is if I really think its fugly then thats it, it has no chance of ending up in my garage.
ps no matter pretty to your eye a bike is a test ride is essential.I once was seduced by the whole Intense blingy looks and hip marketing, that 6.6 was by some distance the worst bike I have ever owned, a complete triumph of style over substance.