• appearance
• qualifications
• work experience
• personality
I believe that all these qualities are important and describe how the interviewed person is, and it depends on interviewer experience be more or less impress.
For example, appearance: if a person is clean and dresses correctly the interviewer will be comfortable and will appreciate that this person is polite and responsible. If a person dresses dirty clothes and smells, the interviewer will be focused on this all meeting.
Once you have passed the appearance phase, qualifications and work experience are very important for evaluating capacity and knowledge. If it is a complex job it will require degrees and experience sometimes with the same importance.
Finally, personality: it’s a quality that can impress a lot an interviewer. A person that is intelligent, bright, with good communication capabilities can gain the interviewer sympathy. But a good interviewer has to separate these facts and evaluate all qualities according their importance.