I take so long on the character design screen it's not even funny. I generally tweak this and that, go back and change skin tone after picking a hair colour, until I'm really satisfied with the look. I do go for aesthetically pleasing to MY eye, which frequently has high-contrast hair/skin combos and serious expressions... and then I spend ages trying to think of a name. The name seems to be a huge deal for me.
I've gotten into the habit of picking names from other media that I like, hardly uncommon, and my WoW characters (what I'm playing right now) reflect that with names like Broadway (Gargoyles), Kilowog, Oa, Odym and Salaak (all from Green Lantern), Tonko (from FFXI, hehe), Ekaterin (Miles Vorkosigan Saga) and so on.
They aren't supposed to be particularly like the characters they're named after, necessarily, though Kilowog is named after a beefy alien, and he's a beefy man-cow (oops, pun not intended). Odym, in its original canon, is the planet of the Blue Lanterns that run on the emotion of Hope, and in my mind the WoW troll with that name is, well, an optimistic, forgiving and gentle guy. On the other hand my FFXI Taru THF Chihiro (named after the Chihiro from Spirited Away) was just bouncy and cute-natured as a Tarutaru sitting-down /laugh emote. Except she could gut you with a knife if you were naughty. :D
My toons are not me, for sure. They actually tend to end up with backstories and personalities of their own, despite the fact that I don't RP. I guess they're along the lines of being people I could never be, brave and stalwart, and all that.
Now for FFXIV I will be so very torn, because using a character's full name would be referential overkill, for my tastes, and besides it's unlikely that most names won't be snapped up by someone else first. And using the wrong family name won't look right. Thus when I made my OB toons I just tried to do what I thought sounded vaguely authentic. My litte Lalafell man had a surname with repeating sounds (Ainanani, picked out of a list of Hawaiian names), and I picked a French last name for the Elezan I made (Joaillier, which means jeweler).
Still deciding what to make when I get my game. I'm leaning almost 100% to Lalafell Lancer/Fisher/whatever else looks fun, which may take me back to the Hawaiian name list, hehe, or I may just remake this fellow: http://img.photobucket.com/albums/v451/Drag0ncat/FFXIV/Ireefishing2.png