I like cards whose design is evocative of the era in which they were made. The 1935 Diamond Stars get points from me for their sort of art deco aesthetic.
Not pre-war, but 1949 Leaf is probably my favorite set of all. Little bits of pop art on baseball cards (these ones are actually a bit ahead of their time, aesthetically speaking).
Another favorite, albeit for different reasons, are the Exhibits. I like the action photographs that have the background airbrushed out. They are sort of like idealized images of these guys, baseball and nothing else.
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