Personally, I find personality and morals to be more important that looks. Oh, I won't complain if he's one heck of a handsome hunk o' man, but I'm looking for a good-hearted man. My parents suggest looking for someone who complements yourself -- for example, my father experiences emotions very strongly, and my mother is a calming influence for him. They complement each other.
I take after my father in that I worry and am very emotional, so I guess that I'm looking for a man who's mellow and reassuring -- and kind and trustworthy, of course.
Again, though, I wouldn't complain if he was a looker, nope... I wouldn't say "boo."