I am a total packaging whore. If it looks good alot of the time I buy it. It's how I pick my wine. If I like the bottle I buy it. It's one of the reasons I like NARS. And they also have beautiful colors.
So....
Perfume
Packaging and Appearance
The way it smells when you put it on
The way it wears, how long it lasts and what it smells like after the notes settle
Makeup
Packaging and Appearance
Color
The quailty