Neither one is that important. IMO subjective factors like feel, looks, sound, etc. are overrated because, when you're actually using your keyboard, not just playing around with it, it needs to fade into the background and let you focus on your task. If it doesn't do that, then it's not a good keyboard, but if it does do that, then all of the subjective factors disappear.
So I put more emphasis on objective factors. How fast can you actually type on the keyboard? What extra tools, if any, does the keyboard give you? How well does it resist damage? How fast is its response time? And so on.