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When choosing your guitar, there are several factors to consider... Particularly the price, playability, sound, and the looks.
Which is the most important? They are ALL important in their own way!
In no particular order of merit, here are the reasons...
1. If you are on a budget, then obviously the price is important! Most of us have wallets with limits! This is self-explanatory.
2. The playability of a guitar (how EASY it is to play) is important. Are the strings close to the fret board? Is the neck a comfortable fit for your hand size? Is the body shape comfortable to hold? Will make a big impact on your progress as a guitar player. Anything that hinders your progress can be disheartening.
3. Sound. Do the notes ring out on the guitar and sustain (last long before dying out)? Does the guitar sound fat and full, or bright and thin? What sort of tone do you want? For example - Rock and Metal players often favour fat, full sounding guitars.
4. Are looks important? You bet!! You want to look at your guitar and think it's cool. Playing something that looks a dog will not inspire you! Also, the look of a guitar can be important for the image associated with a certain type of music. Telecaster shaped guitars are often associated with traditional blues and country playing - Les Paul-shaped guitars are often associated with classic rock, Flying V guitars are usually associated with heavy metal.