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Performance first then comfort. I find that I have been able to walk 18 right out of the box in Classic Dry Premiere shoes. Hope that doesn't change with the new FJ Icon.

I have a very wide foot so first would comfort for me.  Next would be style and last performance.  

For me, definately comfort first, there to much to think about without thonkink how much your feet hurt. Next performance need all the help I can get, and then style I want to be a 64 year old Ian Poulter, or lately John Daly. Man that guy lights up the course....

The whole purpose of wearing a shoe is to be as comfortable teeing off the first tee as the last whether it is for 9 holes, 18 holes or 36 holes for the "right" conditions.  Whether that means waterproof when it rains or breathable when it is hot, we need a choice of shoe to meet the environment.   But comfort is an absolute assumption regardless.  I suppose the challenge is that what each of us finds as comfortable is quite variable.  Same with style - it is a personal choice and, hence, you need options.

But my buying pattern may give a different perspective.  If I don't like the style, I won't bother to try it on to see if it fits.  If I like the style, I will try it on and only purchase if it is comfortable.  I generally want the shoe to be appropriate for all environment conditions and don't usually make that a priority in the purchase decision.

I would have to place style slightly ahead of comfort.  Nothing suits me better then having a sexy pair of Classics poking out from underneath my slacks.  I know it sounds silly, but I gain a certain sense of confidence, in my swing, when I am lookig down at a classy looking pair of shoes.

Tim

I voted comfort although style is a very close second.  If the most comfortable shoe in the world looked like a dog then I wouldn't wear it. 

Comfort definitely has to be #1.  There are many shoes with phenomenal styling, and I would love to wear them, but if they don't fit good when I first try them on in the store, I won't buy them.  The course I normally play isn't quite as nice as many others, and there are several spots where the grass is thin and the ground is hard.  It's not the beautiful plush fairways we normally see on TV.  So when I go out for my once a week outing of walking 36 holes, I absolutely must have a pair of shoes that are comfortable and won't be killing my feet after walking the course twice. 

This, of course, is why I now wear FootJoys again.  I have a pair of the original Adidas Powerbands, and have been wearing them for the past 2 1/2 years and have just worn them out.  As I began my search for new shoes, I tried on several pairs including all different brands and I always came back to the FootJoys.  I just ordered a new pair of FootJoy Contour series and can't wait to take them to the course!  Even among the various FJ models, some were more comfortable than others,  and I ultimately chose the Contours over the DryJoys and even the SYNR-G.  Both were extremely comfortable, but the Contours were unbeatable.  In the end, the others may have better overall performance, but comfort is first, then performance, and styling.

For me it's style first, I'm not going to wear something that I don't like.  Once I find a style I'll try it on for comfort.  Performance wise I trust that most golf shoes are going to perform well enough for my game and have no way to really test the performance of a shoe when first trying it on.  That's my .02 cents

I would have to go with performance < style < comfort. I want my shoes to help me as much as possible, even if they look like garbage. Comfort is not a big issue because shoes always break in even a little bit, and you can always have custom footbeds made. But as long as you buy foojoys, they will always be comfortable, look good, and perform better than any other...

I'm one of the people who needs style.  As always, FJ will give you comfort no matter what, so that isn't a concern in my book, I go straight to style.  I want people asking, "Where did you get those shoes"... I like flashy when it comes to the shoes and FJ loves to accommodate.