Hmm. Just for looks.
I like meters. I have two Carver M-500t amps, two Pass X600 amps, etc, And a Magnum Dynalab Etude.
I like lights. I never had a 70s or 80s vintage Japanese receiver, but they had great lights. -- Kenwood, Pioneer, Sansui, etc. (Called them "Tokyo at night.") I even lusted after the Heathkit AR15.
Extra exotic doodads, like the oscilloscope on the Marantz 10B. (Never had one tho)
I actually like the dark glass faceplates on McIntosh electronics. Only ever had an MR78.
I like really complex-looking gnarly form-follows-function tonearms, like the Triplanar. (Never had one)
lol