Of course, how you want your TV to look is your own choice - it's a question of personal taste. And especially if the TV is headed for a prominent spot in your living room, it'll need to suit the interior design - be it futuristic or more rustic-farmhouse style. But we do have a few useful tips when it comes to a TV's look.

Attractive, but very, very sensitive: Glossy finishes, seen here on the Panasonic TX-P 42 GW 10.

How to choose an LCD or Plasma TV by design

Frame Finish:
Manufacturers often choose a glossy finish for TV frames. It looks elegant, and makes sure the TV feels impressive. The disadvantage: Every touch leaves behind visible fingerprints, which you'll have to polish away on an almost daily basis if you want to keep the TV looking great. We've even had high-gloss TVs that scratch incredibly easily - on contact with, say, a shirt button or fingernail.

We therefore recommend matt finishes - they might not look as good in the store, but they're much better for everyday use, saving you time and energy. Panasonic, for example, makes a particularly attractive model in brushed aluminum, with an either 46- or 54-inch screen - check out the 54-inch model here. These luxurious Panasonic plasmas offer the additional advantage that they're especially flat and even allow wireless HDMI transmission.

Smart in every respect: Panasonic's top Z1-series plasmas - pictured here is the 54-inch TX-P 54 Z1 E.

Screen Surface:
The choice between matt and glossy screens isn't quite as clear-cut. There's a lot in favor of glossy surfaces, since they make TV pictures look subjectively more intense and crisp. Contrary to popular belief, glossy screens don't necessarily show stronger reflections than matt screens. Here, a lot depends on the quality of workmanship, which varies from one manufacturer to the next and is often a question of price.

Nevertheless, we've got a tip for you: If there are light sources behind the screen in your living room, go for a TV with a matt screen. If, on the other hand, there are windows or lights to one side, gloss is the safer choice.

Example of a light-colored frame: the JVC LT-42 A 80 SU.

Frame Color:
It's not only in the home-theater that you should avoid white and light-colored frames in general. These reduce the subjective impression of contrast, regardless of what you're watching and at what time of day - that is, the picture will look less contrast-rich. A black frame has the opposite effect, increasing the subjective contrast. Indicator lights on the TV - the power LED, for example - should only glow subtly. Otherwise, instead of movie atmosphere, the effect resembles that of a traffic light, vying for your attention with garish and dazzling colors.

Another model with wireless HDMI, and which also comes in a light-colored frame: Sony's KDL-40 EX 1.

Frame and Casing:
An increasing number of TVs now appear with an ultra-thin frame and particularly slender casings. From a design point of view, we love them - these TVs are more subtle, allowing you to choose a larger-sized screen without it taking over the room. But tiny frames only offer space for tiny speakers, which just sound tormented. So, if you aren't planning on using a surround-sound system or a soundbar for decent sound, you're better off with a TV that has a broader frame.

At just three centimeters deep, Samsung's UE 40 B 7090 LCD model is spectacular to behold.