For kits, the designer is my number one thing. I have a couple that I buy everything I can from because I know they fit my style and I will use them over and over. Outside of that, it is color/theme. I don't like monochromatic and I don't typically like kits that are so themed that I can't make them work for other purposes (with the exception of Halloween and Christmas kits).
For templates, it is totally designer for me. I will sometimes buy from someone who isn't my go to - but it has to really speak to me. I've found that just because I like the way a template looks, there are some designers' templates that I really struggle to use. When I use templates, it's for the ease so if I have to work extra hard to make it work for me it loses some of the benefit.
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