Usually I go for figures that have personal value & character, figures who are sort of timeless like "Star Wars" Stormtrooper's or the Predator, and had an impact on me as a kid. Those guys are Icons. Then I go for design, I may not know much about the character OR he may not be as iconic as lets say "Darth Vader", but he still looks cool, example; Ironman Mk 43 or Whiplash Mk2. lastly is price lol I like getting good deals on these guys! But overall the figures have to be memorable for me to buy them, not jut a 1 and done character.