Some of the things that I would look for would be comfort. I recently read in Consumer Reports about cars that were difficult to use the cup holder without spilling, had poor leg room in the rear, and were difficult to see out of on the side. I would sit in every seat and get a feel for it. That is something that most people don't do. If you take a test drive, it is good to go up a hill and see if the car can still accelerate. Test the brakes coming down the hill. Listen to the transmission. Does it change gears smoothly or does it stay in a gear longer than it should? That is a problem with the Suzuki SUV's. I would definitely get the Consumer Reports book on cars so that you can see the maintenance records.
You need to get something that is right for you and that you can afford. For example a Prius is a great car in terms of gas milage, but it is expensive for a lot of people. A sports car is cool, but impractical for a family that needs to use car seats. Every guy would like to own a truck, but if you have a wife and three kids? Maybe as a second vehicle, or else you are going to need a double cab.
If I was young and single and had a good paying job, I might go for a Pontiac Solstice;

http://www.pontiacsolstice.info/images/pontiac.solstice.coupe.jpg

If I had a wife a modest income, but no kids and we did not plan to have kids, I might get a Kia Accent;

http://www.nctd.com/08/08-accent-hero.jpg

If I had kids, and a decent income I might want a Honda CR-V;

http://images.paultan.org/images/crv/2007_Honda_CR-V_2_Large.jpg
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Warranty. Resale value. Cost of repairs outside of warranty. MPG. Financing options today include 0% if you keep up on payments, 12 months of payments if you lose your job, etc. Compare offers for the same car from different dealers.
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This is a tricky question simply because it really depends on personal preference, but the answer is the warranty and true cost of ownership. These two factors when left ignored during the purchasing processing can end up leaving you broke.

Look to Honda, Toyota and Hyundai to have the best warranties.
And check out
Edmund's True Cost Calculator to see how much the car will really cost you.
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Everyone's different but if I was buying a car, I'd deem build quality, fuel consumptions, and looks the most important.

Make sure and choose a make with a good, solid reputation. Also with a good dealer network, so you'll have somewhere to take your car if it breaks down. Aftersales support can cost a packet, so don't be caught out by it.

Fuel consumption is becoming ever more important, so make sure you look at those figures, and make sure the reputable.

I'm a bit shallow, so looks make up a guood portion of my buying decision. Perhaps you're more interested in comfort?

Draw up a list of things that you want in a car and settle on the best comprimise of all of those features. Because you're not going to find the perfect car.
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