god it depends so heavily.
For singleplayer games I usually just try to make a regular cool looking guy to have as a self insert that won't ruin my immersion. But if all male cosmetics are ugly, then I make a female character so at least I have a cute girl on my screen at all times.
For clothes I go for whatever is coolest for guys, and whatever is cute is but not over the top for girls(over the top as in something that doesn't fit the setting or scenario character is in so no overly casual clothes n stuff if it's a combat heavy game)
For multiplayer games? I make the ugliest mother fucker known to mankind. Max out all facial settings, make it look like a crack head, go naked if I can. Make a creature so ugly even it's mother cant love it