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Hmm, I'm a straight girl but I play boy pursues girl a lot, so female characters can appeal to me. I think the thing is you NEVER know what your reader is going to like, so you have to give them a lot of options. For example:
-One shy (sometimes glasses wearing) girl
-One cheerful/genki girl
-One "difficult path" or tsundere
-A mysterious girl is always cool too
Most VN have at least these, with some variation, I find. I'd tell you to avoid Mary Sues, but that's obvious. To me, the trick is balancing their positive attributes with their flaws (and NOT those flaws that just make them cuter, like clumsiness, unless that clumsiness if more annoying than adorable.)
Their looks should differ somewhat too. You should probably add at least one busty female and one loli, as those are both popular. Design-wise, I'd say the safest bet is to match colors. If a girl's hair and eye color clashes with her uniform it usually diminishes her beauty. If you want your character to, say, have bright green eyes and purple hair (Barney XD) I'd stick with a more neutral outfit so the colors don't compete. I know this stuff is general and pretty obvious, but I think if you keep all of those things in mind, you can't go wrong. ^^
Good luck!
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