There are a lot of factors to consider when applying to law schools: ranking, cost, scholarship funds, odds of admission, geography, schools' success rates in regards to job placement and bar passage, and more.
Somewhere, far down that list, is a school's culture. It's a soft factor that is often overlooked, but it really is an important one, especially if you're planning on spending most of the next three years of your life there.
Would you prefer a small-town school, where everyone knows everyone else, gossip runs amok, but camaraderie and casualness are the rule? Or would you prefer an overly formal institution in a big city, where everyone lives their real lives outside of the few hours of classes and cut-throat competition for library materials?
A recent Kaplan survey tried to measure culture, in terms of students' expectations and schools' self-assessments. The results, unsurprisingly, did not match.