Performance (water and snow, during years 3+. I will never replace tires less than 6 years old merely due to age, and have never had a traction related accident (or any accident in decades). However I DO usually replace tires due to age before the tread is gone. I have a great location where I seldom put on 8K mi a year.
Price and Mileage, they're sort of the same thing unless you plan to sell the vehicle before the next set of tires, but a preference towards price because I don't want to be locked into the same brand or deal with a mileage warranty, but I won't buy a tier-C brand made in China.
Noise, though the amount of noise I'd find objectionable would only be found on mud or studded tires. I've no problem with the noise from my all terrain tires.
Looks, I dislike tires that have extra rubber molding part way down the sidewalls because it requires a fair amount of time with a stiff brush to clean, unless it is really substantial so it offers better mud or snow traction. Otherwise, the tread pattern is about the optimization towards its best use. No one tread pattern is best at everything, though if price is no object, Michelin often makes the best trade offs for all season tires, for the "average" daily driver.