I empathise with you on the rucksack.
I bought online a Lowe Alpine Trail 35, it was a lovely product, nicely made, fitted well and felt comfortable, but I didn't know when buying that although it was green colour everything inside it (main compartment, pockets, lid) was bright orange, which I just couldn't stand. (I believe they've changed their product description in that respect since I took it up with them.)
After returning it unused I replaced it with a Vaude Jura 30, again bought online. It's another well made item, colours perfect for me this time, but there's something about it when I'm carrying it that just doesn't feel right; in spite of readjustments it doesn't seem comfortable enough. It's difficult to put into words, but unlike my previous couple of daysacks (Berghaus and a cheapo Chinese one), together with the feel of the above-mentioned LA Trail, I'm too conscious of it being on my shoulders, back and hips, rather than almost forgetting it's there.