the sound. you cant see the sound.

Things to consider: weight, balance, comfort for seated playing, consistent string action (the space between the strings and the fretboard), proper intonation (fretted note at the 12th fret the same as the harmonic in the same spot), neck shape, truss rod access, fret size, brand name pickups and hardware, wood type and quality, upper registry accessibility, and so much more. Beyond that when I'm trying a new guitar I look for "dead" spots on the fretboard. If you find a spot that just kills the note, move on. Look for fretboard buzz and determine if the action is too low of if the neck needs adjustment. I test all of the natural harmonics, then I test pinch harmonics in various locations on the board. Fret size is a major factor. If you are playing a guitar with a floating tremolo with very tall frets and you press hard on the note it can cause the pitch to bend slightly out of tune. Smaller frets put the string in direct contact with the fretboard wood and keep their tune better when you're heavy handed. Consider the sound you're looking for and decide on the woods based on that. Quick general rule for body woods: mahogany is warm, alder is bright but expressive, maple is extremely bright and is mostly just used in the neck or as decorative top wood to add pop to another wood's darker sound, basswood is cheap and overused in imports and arguably has to rely on neck woods for character but it is still not that bad. Fretboards are generally maple, rosewood, or ebony, and they are largely a matter of preference. Another major part of your sound is the electronics. Poor electronics can ruin a perfectly good guitar. You may find a guitar that feels great but sounds weak or thin when plugged in. Consider changing the pickups. Dimarzio and Seymour Duncan are great brands. Don't be too quick to install EMGs (active - battery powered). They can be rather noisy. I have them on 3 of my guitars, but I know how to tame their noise. I recently acquired a guitar with a Dimarzio D Activator - a pickup made to emulate the sound of an active without needing the battery - and it sounds great. Very lively and crunchy, and cleans up very well when the volume is rolled back. One last thing to consider is how the guitar interacts with your amplifier and effects. Each guitar has its own voice, and the stuff they let you play through in the store may not sound anything like what you're using at home. I don't endorse any brands, but per price range here are a few brands I think are tolerable in the entry level to mid range market: AXL, Carvin, Dean, ESP(LTD), Fender, Gibson, Ibanez, Schecter

In order of importance; 1.The Neck and the wood the guitars made of. 2.The sound. 3.The hardware and finish. You can always replace the pickups and hardware but the big ticket is the neck. If you don't like the sound the woods, body and neck, are making(harder woods will give a brighter sound) You'd be better of with a different guitar all together.