Of course looks matter. The sound is the most important but in the end you have to want to engage with the instrument, and it should speak to you on an emotional level.
I for example love the Analogue Solution Fusebox which looks like an old control panel from the soviet era:
Never bought it tho because it sounds horrible to me.
The Sub37 is my beauty queen: at the right intersection between form and function. It sounds great and looks great.
And my favorite synth is the Prophet REV2, which looks a little less great but sounds like I could marry it.
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