As far as shallow looks, it tends to change. Some months I may be only into brunettes, the next blondes or even only certain ethnicities. Over the years, even my preferences for body shapes have changed.
As far as actual results/dates, it tends to be white brunette girls with a nice butt and legs and medium to small sized breasts. I think this is my tendency to stereotype blondes as "party" girls, but I've also dated a very homey-non-party blonde girl before. I also prefer slim girls, but I have dated more fuller women before.
Right now (if you haven't read any of my recent posts), I'm into Asian women.
I tend to value unique cuteness over the stereotypical "hot" girl. I don't like fake-looking girls. If I'm at a bar and a girl just looks cute/innocent and/or different from all of the girls there, I tend to gravitate towards her.
As far as non-shallow traits, that has changed to. After dating the most recent girl, I've realized that there's just something interesting about a bossy, independent, and comfortable girl. I also like a little challenge. It may be sick and not make sense... but, I've dated girls that I could kiss, etc. easily, but I've been more attracted to the girls that added challenge. Now, if it's too challenging, then forget it; it's waste of my time. But, if a girl adds in a little challenge, I really like it; it makes it fun and like we're playing this unspoken "game" together. Also, I said bossy, but I say this because it literally makes me laugh and smile. If a girl acts bossy towards me or others, I can't help but smile, but it doesn't mean I'm going to give in -- depends on the circumstances and the "demand." When I have a bossy girlfriend try and boss my guy friends around, it makes me laugh so hard haha, especially a cute-innocent one. And when I said comfortable, I mean that she can get comfortable eating without trying to be so delicate, etc. She can just be herself. These things are kind of hard to explain without experiencing them, and it took dating a variety of different women to kind of realize what I like.
The only things a girl cannot do... criticize my driving (when I was a kid growing up, my Mom cringed and did all of the normal "Mom" stuff while I was learning to drive; it drove me mad), be a hypocrite (I was on a date with a girl and she told me about her doing some hard drugs and experiences... I was trying to relate, but I have never done hard drugs, so I explained about how I drove home a little to drunk one night. She turned into a very preachy, bitter women -- very hypocritical to judge me), and I'm sure a few other things. I don't like it when girlfriends flirt with guys in front of me, but I've learned that ignoring it and not caring drives them crazy, but I still prefer nothing like that.