In reply to Tyler:
Yes, I had always assumed that the lower profile the tyre the worse the ride. There is less air in the tyre so less extra suspension effect - I might be wrong though.
It is also worth bearing in mind where you will be driving. I suspect lower profile tyres are more susceptible to potholes etc and in the rougher car parks you often end up in when going outdoors. My recollection when I looked into this before was to certainly never go beyond 18" alloys that will provide a good balance of looking good and being comfortable. I know people with 20" alloys with lowered suspension to get the full effect and they have to drive very very carefully in some places.
Also, make sure you get the correctly rated alloys and tell your insurers - otherwise you most likely won't be insured.
Alternatively don't waste your money to look cool and use the money (probably well in excess of a grand on alloys and tyres) for something meaningful and enjoyable.