What makes a Border Collie better looking?

Beauty is subjective, but a pureblood Border Collie has better conformation. Pure Border Collies have oval, pebble-like, well-spaced, spirited eyes that look clever. Also a U-shaped mouth looks better, like smiling, and purebreds have a shorter muzzle; a too-thin muzzle may not be pure. Finally, except for merle Border Collies, avoid too many coat colors; clear-edged markings look best, and more than two colors is less pretty.