My favorite deck was built around the Armageddon Clock. Quite fun, as the clock ticks away everyone's life totals...
In my mind, Black is the most interesting color. The black cards that lower your opponents life counter while
increasing your own give you twice the bang for your mana cost.
White and Green are great colors for healing yourself, which can be handy in an Armageddon Clock deck.
Any card that does direct damage (x) is definitly considered for any deck I build.
Any card that gets you more than one card is a huge benefit, the more you can get into play, the better.
Fast mana is really important for direct damage decks