Firstly to stay legal you need to stay within +/- 3% of the outside circumference from the size fitted to the car from new.

Pirelli have a firmer sidewall compared to Michelin/Avon Cooper/Maxxis/Uniroyal. Goodyear Dunlop/Conti/Yokohama been similar to Pirelli and Bridgestone providing the firmest sidewall, many advantages to a firmer sidewall but with trade offs of course.

As for what it'll look like that is completely personnel as is tyre requirements..
 
I removed the 18" rims with /40 tyres from mine and fitted 17" rims with /45tyres, they give a better ride imo,

Mike
 
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