When I got whitey and spreckers, there were a pot of traits that carried similar or equal value: color vividness and actual colors, fin types and condition, unusualness of color or color combination, and scale condition. From there it went to overall health, aggression, then personality.
When I get my next one, actual colors and color vividness are going towards the bottom, scale condition is going up, as is personality and aggression.
I thought whitey was kinda pretty, but in the store I was kinda "meh" about him--it wasn't until the clerk said "if I were you, I'd buy him. I have no clue how one that attractive got past all the employees. If you don't buy him, at the end of the day, I will," and that sealed the deal. Spreckers colors are more what I like, but whitey's vibrancy and personality outshine spreckers' by miles. I'm still amazed what a difference it makes! This coming from someone who originally wanted bettas more as a way to liven up and decorate his appartment... >.<