The site you're probably thinking of is wheelweights.net.

Basically in choosing a rim I look at what size tire I want to run and what (if any) brake clearance concerns there are, then try to find something in that size that is cheap and light. The cosmetics are purely secondary, if it's a copy of some other wheel design I don't really care.

So, what is your primary concern here? Weight? Looks? Price? What size are you looking at?