as the OP says, looks are very important. i think you must be a fool if you ride a bike and don’t like how it looks but also, a fool you must be to ride a bike on looks alone.
looks and feel plus price are what i would say are important, most shops will let you take a bike out for an hour and that would be enough for me.
i rode for years on a set up that felt good but a couple of friends kept telling me i looked “wrong” on my bikes so i went and got sized and fited correctly (James the Manager @ Evans Leeds, sound fella)
He moved my saddle down and forward sligtly and rotated my bars so my hoods are pointing slightly upwards and the differance is great.
in short, get sized up, even if you think you know it yourself, and test ride.