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Both design and getting to use them in competitive goes a long way for me. For example i love shinx's design. She's adorable. But not getting to use her in anything over than little cup doesn't let her rank among my favorites.
on the other hand there's pokemon like Tryanatar who, despite using him in competitive, just doesn't look all that good to me so i'll use him but not like her as much as other pokemon.
My favorites tend to be Pokemon like weavile who look awesome but are also useful in competitive formats.
