Totally depends...
EVGA has looked the same forever, i can clearly imagine what it will look like without ever seeing it.
MSI is going to have colors on it with a funky little bright border and probably a dragon here or there.
ZOTAC is orange and usually cheap (for a reason)
Asus is usually over the top with their cooling solutions, going as far as triple slot cards.
Saphire is pretty solid, and gives a lot of power for a good price, their cards are pretty plain.
XFX has a very classy look, their GPUs look like they are going to fancy dinners.
It is all a crap shoot, just pick what you like, that has the features you want, at the best price.